Holly Willoughby has launched a new lifestyle series titled Together on YouTube, focusing on food, fashion, and beauty. However, reports suggest a growing tension with ITV, as the broadcaster allegedly booked guests scheduled for Willoughby's show before their digital release.
The race for Ellen Roome and Original Flava
A brewing conflict has emerged following the recent booking of guests who were slated to appear on Willoughby’s new digital platform. According to the report, This Morning hosts Dermot O'Leary and Alison Hammond interviewed Ellen Roome—whose son Jools Sweeney passed away in 2022—just five days before her pre-recorded appearance on Together was due to air.. Similarly, the food bloggers known as Original Flava were reportedly booked for This Morning shortly before their scheduled kitchen segment with Willoughby.
A source familiar with these bookinggs told the report that the timing is far from accidental, suggesting that ITV is attempting to intercept Willoughby's talent. The source characterized the move as feeling "a bit like sabotage," implying that the broadcaster is actively working to undermine the former presenter's independent launch.
Outperforming Ant & Dec and Davina McCall on YouTube
Despite critics panning the first episode of Together, which featured actor Stanley Tucci, the channel is seeing significant engagement. The report states that Willoughby's YouTube channel has amassed 141,000 views so far,including teaser content. This digital reach has allowed her to surpass the recent YouTube performance of other major ITV personalities.
Specifically, Willoughby's numbers have eclipsed those of Ant & Dec and Davina McCall. while an episode of Hanging Out with Ant and Dec garnered 19,000 views, and Davina McCall’s recent video featuring Brian Cox reached 31,000, Willoughby's Together has already established a much larger footprint. A friend of the presenter noted that she is "very, very happy" with the data, as the numbes validate her move into the digital space.
From the Gary Plumb security threat to YouTube
This shift toward independent digital media follows a period of significant upheaval for Willoughby at ITV. In October 2023, she abruptly left This Morning after being informed by police that a security guard, Gary Plumb, had plotted to kidnap and harm her. The incident left the presenter unable to leave her home for several months and marked a definitive end to her 14-year tenure at the network.
The move to YouTube also highlights the changing landscape of British broadcasting. While This Morning once commanded audiences of 3 million viewers during its heyday, the program now struggles to maintain 500,000 viewers per episode under current hosts Cat Deeley and Ben Shephard. This decline in traditional viewership provides a stark backdrop to Willoughby's attempt to build a direct-to-consumer brand.
The question of ITV's 'green with envy' motive
While the overlap in guest bookings is clear, the intent behind ITV's scheduling remains an unverified claim. the report notes that some observers believe ITV bosses are "green with envy" over the success of Willoughby's lifestyle segments, but it remains unclear if these bookings are a coordinated effort to stifle her or merely a coincidence of standard television production.
There are several unanswered questions regarding this friction : Was there a specific directive from ITV management to prioritize these guests for This Morning? Furthermore, how will the network respond to the accusation that they are actively sabotaging a former star's independent venture? For now, the tension between legacy television and the new YouTube economy remains a matter of speculation.
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