[JMT1985]

The Masked Singer is one of ITV's biggest shows no doubt but it's getting on a bit and also the I'm A Celeb specials and Dancer series perhaps made the new special feel like "another episode of" and not exactly must watch. It won't be tried again on Xmas Day and the soaps may be back to one hour each next year as if ITV want to provide light entertainment in response to the BBC1 schedule, I can't see what else would work. Deal or No Deal or Wheel of Fortune are too basic and long drawn out whereas The 1% Club is perfect because it doesn't spend too much time on each question.

ITV always have a entertainment show to act as a "stooge" to BBC One's schedule at the same time - each year, ITV wheels out a different entertainment show to fill a gap.

For example 2009 it was All Star Mr and Mrs, 2010 and 2011 it was All Star Family Fortunes, and then for a while Paul O'Grady Love of Dogs filled that role a lot.

So The Masked Singer was the choice for 2023, and it will change every year - ITV just pick one of their entertainment shows and use it for Christmas Day.

Cheap to make, and it gives the impression that ITV care about Christmas Day prime time, when in fact they don't. Ad revenue is very low for Christmas Day and the attitude at ITV is try and look Christmassey but spend little money in doing so