[Score]

I think Mamma Mia would have done better at 8pm, although the 75/90 minute running time makes that a bit awkward. They’ve clearly tried to go for the Dancing on Ice slot but it doesn’t really work for a new show and if anything just shows how difficult that slot is and why they keep DOI around.

I wonder if they were expecting Planet Earth at 8pm and been caught by surprise? Although being as low as 1.6m suggests the issue extends beyond the slot. I think it’s probably just too musical theatre and I don’t think that appeals to a big ITV audience. All Star Musicals did okay but celebrity shows usually do find it easier to attract an audience, none of the casting search shows ITV have tried have ever worked.

Although I’m not sure what the long term strategy here was. The whole format and setting is based so strongly on Mamma Mia that repeating the format for a different musical next year doesn’t really work, and surely they can’t cast the same roles every year?