Ant McPartlin and Declan Donnelly have thrown their weight behind calls for a civilian version of I’m a Celebrity…Get Me Out of Here!, as the regular star-studded series prepares to return to ITV later this year. The legendary presenting duo believes the format could successfully welcome members of the public.
The Bottom Line
- The News: Longtime hosts Ant and Dec are publicly supporting the revival or introduction of a civilian edition of ITV’s hit reality format.
- The Context: While the celebrity jungle camp remains a staple of the network’s autumn schedule, a non-celebrity version has historically been a rarity outside of specific international experiments.
- The Industry Angle: ITV continues to lean heavily into established unscripted IP to secure reliable linear ratings and streaming engagement on ITVX against fierce competition.
Inside the Push for a Non-Celebrity Jungle
For over two decades, viewers have watched soap stars, athletes, and chart-toppers brave witchetty grubs and Bushtucker Trials in the Australian jungle. But according to Anthony McPartlin and Declan Donnelly, the time might be right to strip away the showbiz agents and publicist-managed personas. Speaking on the appetite for fresh blood in the camp, the hosts acknowledged that opening the gates to everyday people could inject a thrilling unpredictability into the broadcast.
Here is the kicker: reality television has spent the last few years cycling back toward authentic, relatable casting. While networks love the instant PR muscle of a headline-grabbing celebrity lineup, casting directors often find that civilian applicants bring an unfiltered desperation and genuine competitive drive that seasoned pros simply cannot replicate. But the math tells a different story regarding commercial viability, as advertisers traditionally pay top-tier rates precisely because recognizable faces populate the screen.
Weighing the Ratings Powerhouse Against Format Fatigue
ITV relies on the celebrity edition as an anchor for its fourth-quarter ad sales. Dropping this weekend in industry conversations, the durability of the format remains unmatched in the UK unscripted market. Yet, franchise fatigue is a constant shadow hanging over long-running reality properties across every major network and streaming platform.
| Format Element | Celebrity Edition (Current) | Proposed Civilian Edition |
|---|---|---|
| Primary Appeal | Familiar faces, tabloid crossover, immediate PR buzz | Relatability, raw competition, unpredictable social dynamics |
| Broadcaster | ITV / ITVX | ITV / ITVX (Proposed) |
| Sponsorship Value | Extremely high due to guaranteed media impressions | Dependent on initial ratings and digital engagement |
Bringing in regular citizens would fundamentally alter the social dynamics of the camp. Without the protective cushion of a pre-existing fan base or a career to return to, civilian contestants often play for higher emotional stakes. Yet, television executives must carefully weigh whether audiences tuned to watch famous people suffer will show the same enthusiasm for unknown faces.
What This Means for ITV’s Reality Strategy
The endorsement from Ant and Dec carries immense weight within the British television ecosystem. When the faces of your biggest franchise suggest a shake-up, network commissioners take notice. As the regular series gears up for its upcoming run on ITV later this year, all eyes will be on how the audience responds to the classic formula—and whether the clamor for a civilian spinoff gains enough momentum to force a scheduling rethink.
Drop a comment below and let us know: Would you tune in to watch everyday people take on the jungle, or do you prefer seeing household names face the Bushtucker Trials?
