Love Island

Sure it’s better to have a very over peforming rating on ITV2 then it is to have an underpeforming one on ITV with the same show.

According to This Morning the word "like" was used 219 times on Tuesday!

Oh, my god, like, that is so, like, really bad, like.

This is itv.. The home Preston Sunday and love island....

It may be Crap but it works and that's all that matters. If itv can push out some promos during it to promote other itv shows or other stuff its win win.

Keep it on ITV2 and you have a smaller audience than you may otherwise have, but it's an audience that'll generally be the right type on paper (sorry). 18-35, the audience advertisers crave and generally can't get with television.

Put it on ITV and not only may the audience not grow that much, but any growth may come from outside the target and you may damage the perception of the brand among those who at the moment can happily pretend it doesn't exist on another channel.

Should the rating continue to grow and grow beyond where it is right now to the point where it demolishes all other channels then it's a consideration for a future series, but as it stands it wouldn't make any sense to promote it.

Back in the day there were hugely successful shows on Channel 4 that would never fit on ITV. It's the same with ITV2 and ITV here.

Even if the audience does continue to grow, I still don't think moving it to ITV would be the best decision. Love Island is right at home on ITV2, the channel demographic and the presentation around the show fits it perfectly. I feel on ITV it would feel somewhat out of place, which has the risk of being damaging to the overall brand of both the show and ITV.

If you look at it from the modern multichannel point of view, especially with of ITV2 being available on all platforms in all areas (ignoring HD), it shouldn't matter to ITV which of it's channels is rating better. All that matters is it's one of their channels pulling in the ratings, and therefore the advertisers.

ITV2 is pretty much able to trade on Love Island all year now. They've effectively had two spin offs over the last year which though not hugely successful in their own right did enable them to milk the Love Island audience without diluting the brand.


C5 should have been smarter and rather than picking up a tired Big Brother to go for its spin-off Secret Story which is probably closer to what C5 wanted Big Brother to be.

It's a bit more than Love Island and a year's worth of filler. Celebrity Juice still does decent business for them for example.

C5 were buying the brand and the audience that came with it and they’ve got 8 years out of it and some of their most watched shows out of it so they’ve done pretty well out of a tired brand. Launching it under a different title would have been an uphill struggle from day one.

As for ITV there’s no reason for them to move it to ITV1. They’re mopping up the young audience on ITV2 and should use the opportunity to mop up the much easier to attract older audiences on ITV. Though they haven’t really been doing that so far, the last few nights have been low rated.

ITV2 is very smartly scheduled really - they only really put new content on screen Monday's and Thursday most weeks and as a result let those shows breathe rather than being buried amongst a glut of numerous low quality shows where nothing breaks through. That is ITVBe after all.

Love Island will not move to ITV. It goes against ITV's multichannel strategy to bump "up" successful ITV2 shows to the flagship channel. Otherwise we'd have had Celeb Juice and TOWIE making the crossover. There's a quote from Caroline Flack saying it is absolutely not on the agenda. It devalues ITV2 to imply that a show can outgrow it.

As for Big Brother, Ben Frow wants to get rid of it, and it's never good when a channel keeps running with a show it hates. A few years ago, they should have taken Ex On The Beach and spun it off to a Love Island style format. But that ship has sailed now.

Not to mention it failed on the main channel first time around.