I’ve never been “into” IACGMOOH (as it appears to be called on social media) but early days did have a strange fascination. For me it’s always been a novelty series. When it first aired in 2002, I’m A Celeb, quickly became the series to watch and talk about. But now it feels stale, overdone and desperately lacking innovation.
We know the drill – D-list celebs show up looking either to revive their flagging careers, or achieve some form of rehabilitation from the bad name they may have acquired in another public role. Last year it was Matt Hancock, we’ve previously had Nadine Dorries (who didn’t even get permission to abandon her full time job as an MP) and now it’s the turn of Nigel Farage. They allow themselves to be subjected to various “challenges” involving spiders and kangaroo testicles, bond over campfire chats, then one of them eventually gets crowned king or queen of the jungle.
The actual challenges seem to get more extreme and stomach-churning too. To be honest what else can the programme makers do but try to up the stakes and the level of disgust? The question is, do we really want to watch celebrities undergoing what looks like torture in the name of entertainment? The whole thing leaves a nasty taste in the mouth, theirs definitely, mine as well.
Does anybody even care about this year’s line-up? The “reveal” of the contestants produces more and more obscure celebrities. I’m surprised that accompanying each reveal there isn’t the sound of barrels being scraped.
With viewer fatigue setting in, it’s time to switch off the cameras and give I’m A Celeb its marching orders. This year viewing figures have dropped dramatically. The reason could be because of the inclusion of Nigel Farage who, it is claimed, negotiated a fee of over £1 million. There was certainly a campaign online to boycott the programme because of his inclusion. Another possibility is that combined with the boycott the show has become a tired, stale relic well past its sell by date.
The format has become lazy. Every year we can expect the same manufactured scenarios – the tensions over food, the alpha male clashes, the medic being called out for heat exhaustion. Putting a new batch of attention-seeking celebs through the same tired motions no longer makes for entertaining TV.
As this series grinds on, one can’t help but plead to ITV bosses – enough is enough. I’m A Celeb has patently had its day in the sun.
The show’s premise, while initially novel, has become repetitive and predictable. Each season follows a similar pattern, with celebrities vying for public attention through a series of increasingly outlandish challenges. The format has grown stale, failing to innovate and capture the imagination of audiences in the same way it once did.
The show’s treatment of animals has raised ethical concerns in the past and continues to do so. The use of live insects, reptiles, mammals and other creatures in challenges has been criticised as exploitative and unnecessary. The show’s producers have, arguably, shown a disregard for animal welfare, prioritising sensationalism over the wellbeing of the creatures involved.
The show’s core demographic has also shifted, leaving many viewers feeling disconnected from the content. The celebrities featured are often less recognisable figures lacking the star power that once drew in older viewers. This generational gap has contributed to a decline in viewership and a waning interest in the show.
As technology moves on, the rise of social media has altered the way audiences consume reality television. Viewers are now able to access behind-the-scenes information, spoilers, and real-time reactions from other fans, often diminishing the suspense and excitement that once characterised the show. This constant barrage of social commentary has diluted the viewing experience and made the show, in my view, less appealing.
I’m a Celebrity…Get Me Out of Here! has reached a point where it is no longer providing a valuable or entertaining experience for viewers. The show’s overemphasis on celebrity gossip, questionable treatment of animals, disconnect from its core demographic and the impact of social media have all contributed to its decline. It is time for the show to be retired, allowing space for new and innovative reality television concepts to emerge.
Dr James Williams is a senior lecturer in education at the university of Sussex
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