Fans of I'm A Celebrity... Get Me Out of Here! are expressing concerns that the show's brand is being diluted after ITV announced another spin-off, The Wild Frontier, set in Canada. The new series will feature celebrities competing in pairs, including famous duos or stars with non-famous relatives. Irish boyband icons Brian McFadden (Westlife) and Keith Duffy (Boyzone) are rumoured to be the first contestants, reportedly earning £10,000 each for their participation.
Fan backlash on social media
On a Reddit thread, users voiced fears that the proliferation of spin-offs could harm the franchise. User Jenson2025 wrote: 'These spin-offs are going to ruin and end the show. It's definitely getting too much.' TheYorkshireGirpper agreed: 'They're really milking this show dry now,' branding the new series 'pointless' after so many seasons of the main show. Another commenter, The-Peel, added: 'ITV are strapped for cash these days, so I'd rather they just focus on the main show.'
Some fans also worried about the impact on other reality shows. User itsbbplus posted on X: 'If they don't do CBB [Celebrity Big Brother] again because of this I'm gonna be so angry.' DanielDaleScott predicted: 'No CBB then. Can see this years BBUK being the last on ITV tbh.' However, Outrageous_Hunt_4182 offered a mixed view: 'We don't need another one... but I'll be watching.'
Controversy surrounding previous spin-off
The announcement comes after I'm A Celebrity South Africa, the recent all-star edition, was embroiled in a bullying scandal. During the series, Emmerdale actor Adam Thomas clashed with boxer David Haye and former footballer Jimmy Bullard. The tension escalated during the live final, which descended into a shouting match, leaving Adam at 'the lowest of lows.' Given the spin-off's irregular broadcasting pattern, it is likely the all-star series will be shelved for several years.
Details of The Wild Frontier
According to The Sun, ITV has secured Brian McFadden and Keith Duffy as two of the biggest stars for the new spin-off. A source told the tabloid: 'Bosses are delighted that Keith and Brian will be taking part, they'll each bring a lot of fun and mischief to the camp. Everyone's really excited about this new format; the pairs element will get everyone talking. The casting team are hopeful they can cast celebrity duos, but may also include some stars and their non-famous family members or partners. Viewers will see the pairings undertake gruelling trials in the beautiful and unknown Canadian landscape and take on action-packed challenges to win food, all aiming to become the sole victorious pair.'
The show's production scouts have reportedly found a base in the Callaghan Valley of Whistler Olympic Park. The regular version of I'm A Celebrity is expected to continue in Australia as usual.
Brian McFadden's ties to the show
Brian McFadden has strong connections to I'm A Celebrity through his former wife, Atomic Kitten singer Kerry Katona, who won the main show in 2004. Earlier this year, reports indicated that bosses had snubbed Kerry when sending invitations to all-star seasons. A source told The Sun: 'Everyone at I'm A Celeb loves Kerry, and they'll always back her as one of the most popular winners of the show. But times have changed, and bosses have such a fine line to tread when it comes to keeping the audience happy. Kerry will tell you herself she's like Marmite – you either love her or you hate her!'
The source added: 'There are also big hoops to jump through when it comes to who can cope in such an environment. She was actually considered for the current All Stars series but not everyone was on board. Sadly, it looks like – despite her being synonymous with the show – she'll never get a chance to do it again.' Kerry's outspoken nature was described as a 'risk' for bosses, despite being a trait fans love.
ITV has been contacted for comment regarding the new spin-off and fan reactions.
