Just a point on the show being in the wrong timeslot, which I agree with, it is worth noting that the viewers who are watching C4 around that time are actively tuning out as well. I've been following the ratings for it all week and it's interesting how on most days Come Dine With Me repeats before it get about 300/400k, then Steph comes on and immediately halves that audience, then Sun, Sea and Selling Houses starts at 1 and the audience builds again up to 300/400k. So it will be interesting to see when it is properly produced if this is a show that people will actually want to watch anyway. I expect they won't.
I honestly think half the problem is the name. I mean, what is a 'Steph Show'? It doesn't really say anything about what to expect or grab you on an EPG
because Steph McGovern's "brand" isn't as well known as someone like Lorraine Kelly, who's past popularity and experience justifies only using her first name in the show title.