MGEITF 2011: The battle for Towie
The Only Way is Essex (Towie) might not be to your taste but it has certainly proved a success for ITV2. It gets average ratings of more than a million viewers and generates a whole heap of social media activity – not to mention the endless branding opportunities. (Did anyone else go to the Vajazzle stall in the village fete area? Just me then…!) So is it time for it to move to ITV’s flagship channel? Apparently not.
Claire Zolkwer, commissioning editor of comedy & entertainment at ITV, was clear that Towie is integral to the ITV2 brand, saying it would be dwarfed on ITV1. The show has become synonymous with ITV2, online as well as on-air.
But Kate Garraway (chair) said one of Zolkwer’s ITV colleagues, also speaking at this year’s MGEITF, didn’t rule it out. Apparently, an ITV executive said the show’s success meant transferring it to ITV1 was a possibility. Could an internal battle for the BAFTA-winning show, which has spawned a new genre of scripted reality as well as a whole new lingo, be on the cards? Ohhh Shuuutttt uppppp!
There is no doubt ‘The Only Way is Essex Masterclass’ was one of Edinburgh’s stand-out sessions – there was a real buzz… a sign that Towie fever is infectious perhaps? It was certainly the only session where I saw people actually racing to get to the front row (myself included). The festival’s younger delegates filled the seats to get a glimpse of stars of the show Mark Wright and Sam Faiers. There were unified gasps when we learnt that Sam is no longer with the lovely Joey Essex and that Mark and Lauren have broken up again!
It was interesting to hear how the show became a hit (from an original idea about filming a surfing community in Bournemouth) and how the stars value their £50 paycheck for each episode – a sign that the producers treat it like a reality programme rather than a scripted drama. When asked just how much of it is ‘set up’, the producers and actors were keen to emphasise how much of it is ‘real’. Although Mark did explain that sometimes he has to wait for the cameras to appear before he can ‘open up’ to Arg (James). Presumably waiting for the make-up assistant is equally as important when you’re about the have a heart to heart.
The programme’s makers are pleased that others are copying the format but weren’t overly complimentary about rival shows such as Made in Chelsea. For Wright, the reason MIC isn’t as popular is because viewers can’t relate to the Chelsea crew with their fast cars and expensive clothes. Ermmmm… yes, that must be it!
Towie is due to return to our screens next month “with much of the same” scandal and silliness, only minus Amy Childs, who is currently making a profile for herself in Channel 5’s Celebrity Big Brother.
Love it or hate it, there is no denying its appeal for ITV2.