ITV has officially pulled the plug on game show 99 to Beat, meaning the series will not be returning for a second series.
The decision comes despite the show drawing respectable ratings during its initial broadcast earlier this year. However, a torrent of negative reaction on social media appears to have played a key role in the network's decision.
Viewers were quick to criticise the format, branding it “the worst show on TV” and accusing it of being both chaotic and uninspired. After the first episode debuted, fans slated it on social media;
"Quite possibly the worst program ever broadcast on Tv 🤦♂️ #99ToBeat"
"Managed about 3 mins of #99ToBeat. Those two “actor” brothers are so annoying!!!"
"Quite possibly the worst TV programme I have ever seen #99ToBeat"
"Scrap the soundtrack, self narration, contestant backstory (we don't care). Give us a crowd, commentator as opposed to picture in picture of the Thomas bros. If they did this, it would be so much better. What a pile of tosh #99ToBeat"
"Who actually signed off on this being shown on tv?! #99ToBeat"
Launched as a high-stakes elimination-style quiz show, 99 to Beat saw 100 contestants compete to avoid being last in a series of rapid-fire challenges. While the premise aimed to bring tension and unpredictability, many complained the execution left audiences confused and disengaged.
ITV, currently grappling with significant budget cuts across its programming slate, has opted to cancel several underperforming or divisive shows to free up resources. 99 to Beat is now the latest casualty in what insiders describe as a “broad strategic tightening.”
A source told theversion.co.uk "The Saturday teatime remains an important slot for ITV, but competing with BBC juggernauts like Pointless and Gladiators is a tough call. With budgets tightening, viewers can expect more re-runs of popular series like Tipping Point and The Chase instead of seeing anything new.
The move will be a blow to brothers Adam and Ryan Thomas, who had aspirations of becoming the next Ant and Dec. Instead, they're focusing on other projects with Adam recently returning to the set of Emmerdale to film a new tv show and Ryan recently reprived his role in Coronation Street.
This story was first published as an exclusive on 7 July.