Celebrity Brother axed by ITV1
ITV boss Kevin Lygoe has revealed the show will have to live on via ITV2, so it can have cheaper celebrities.
Cash-strapped ITV has said Celebrity Big Brother won't return to ITV1 because the channel can't afford big celebrity names.
In recent years, the network has forked out millions to attract names like Sharon Osbourne and Micky Rourke. But the spend hasn’t converted into the same kind of audience figures that I’m A Celebrity can attract and now with the channel suffering a financial crisis, ITV's Managing Director has said the programme will have to air on ITV2 because it is cheaper.
It also means the recent simulcasts, where the civilian launch shows have also aired on ITV1 will also be a thing of the past.
Speaking at the Edinburgh TV festival, Lygo confided "Celebrity Big Brother we're looking at. We're thinking NOT on the main channel, that's the answer".
"It's so difficult now to book big celebrities, famous people, which is what we need on the main channel.
"Whereas you can go more interesting and niche on ITV2."
He also said ITV is arguing with the show's production company, revealing "We're in a battle with Endemol about the price."
Big Brother and Celebrity Big Brother have proved to be succesful for ITV's streaming platform ITVX, regularly pulling in big viewers who stream the show. But less people watch when the show airs nightly, proving it hard to justify its existence on ITV1.
The move to ITV2 will mean lesser known celebrities, which could put the programmes future at risk once again.
The show was originally broadcast on Channel 4 before moving to Channel 5. Channel 5 axed it to free up spend for original dramas, a move that has proved smart for them.
Words: Simon Baines
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