More drama, tougher challenges and jaw-dropped renovation reveals - the new season of House Rules begins.

WATCHING himself back on television in recent days has had navy officer Rob Plater worried to walk down the street and fearing becoming reality’s new “bad guy”.

The first few episodes of the new season of House Rules have shown the Perth father-of-three in screaming matches with other contestants on the Channel Seven show.

So disturbed was the navy lieutenant at seeing his behaviour that he reached out to the other teams to apologise.

“It’s revealing seeing yourself,” Plater said.

“I was pretty brutal in some of the things I said and did. I sent an apology out explaining it wasn’t a personal attack. I was under stress just trying to get some big jobs done in strange circumstances.”

The first renovation in Melbourne was a stressful one, but it won’t be the last of his famous outbursts.

A sneak peek at upcoming episode highlights reveal more of Plater butting heads with fellow contestants.

“There’s a concern I’ll be painted as the bad guy,” he admitted.

“But I’m comfortable enough in myself that what’s presented is not what I’m like normally. People in the navy will probably get it and understand. I think some people who haven’t been in that environment won’t get it maybe.”

The show has only just launched so Plater hasn't experienced any public backlash over his behaviour.

But he’s bracing himself for feedback from viewers over coming weeks.

“Looking at it so far, I’m not going to stop walking down the street — but it has crossed my mind,” he laughed.

He stepped off a navy ship just a week before jumping into the gruelling reality competition, in which teams take turns renovating each other’s run-down houses in just seven days each.

“I was adjusting,” Plater recalled.

“It’s hard to change a personal culture overnight. Hopefully you’ll see me on a journey, going from the raw and brash character I was in the first renovation to one that softens a fair bit.”

House Rules airs Monday to Wednesday at 7.30pm and Sunday at 7pm on Seven