The Cancellation That Stunned ITV: Adam Thomas’s ’99 to Beat’ Axed After One Series, Why?,Emmerdale star Adam Thomas is reeling after ITV’s shock decision to cancel his game show ’99 to Beat’ after just one series. Co-hosted with his brother Ryan Thomas, the show was hailed as “one of the biggest entertainment launches this year” but was still abruptly axed. We delve into the details, the potential reasons behind the cancellation, and what this means for the Thomas brothers’ TV careers.
What Happened to ’99 to Beat’?
ITV’s ’99 to Beat,’ hosted by brothers Adam and Ryan Thomas, was a new Saturday night gameshow that premiered in March. The premise was simple yet engaging: 100 contestants compete in a series of “stupidly simple” challenges, with the last-place finisher in each round being eliminated until only one winner remains to claim a £25,000 prize. The show’s format, originating from Belgium, had been successfully adapted in 12 other countries, and the UK version appeared to be off to a strong start.
According to a spokesperson for ITV, the show was a significant success, reaching 12.5 million viewers and being streamed over four million times on ITVX. The statement praised the Thomas brothers as “fantastic presenters” but, in a move that has left many, including Adam Thomas himself, blindsided, concluded that the show would “not be recommissioning at this stage.”
Why Was ’99 to Beat’ Cancelled? The Unanswered Questions
The decision to cancel ’99 to Beat’ has baffled both the show’s hosts and its fans, particularly given the positive viewership figures provided by ITV. Adam Thomas, speaking on his podcast ‘Mancs on the Mic,’ expressed his devastation, stating, “I don’t know what I did wrong.” This sentiment reflects a widespread confusion over the broadcaster’s logic.
While ITV hasn’t given a specific reason, reports suggest the cancellation is part of a wider “schedule review” by the broadcaster as they look to launch new formats. This implies that despite its popularity, ’99 to Beat’ may not have fit into ITV’s long-term strategic vision for its prime-time Saturday night slots. The network is reportedly developing several new shows, and the cancellation could be a move to make room for these upcoming programs. This highlights the competitive and often ruthless nature of television scheduling, where even popular shows can be sacrificed to make way for new content.
What Does This Mean for the Thomas Brothers’ Careers?
For Adam Thomas, this marks a second consecutive presenting job on an ITV show that has been cancelled after a single series, following the axing of the ‘I’m a Celebrity’ spin-off ‘Extra Camp’ in 2020. This “double blow,” as some media outlets have described it, has left the former Emmerdale star questioning his career path.
However, the future is not all bleak. The ITV spokesperson’s praise for the “fantastic” Thomas brothers suggests that the cancellation is not a reflection of their performance as hosts. With their undeniable chemistry and popularity, it’s highly likely they will be offered other presenting opportunities in the future. The entertainment world is constantly in flux, and a show’s cancellation, even a popular one, doesn’t necessarily spell the end for its talent.
Will There Be Another Chance for ’99 to Beat’?
While ITV has stated that the show will “not be recommissioning at this stage,” this phrasing leaves a glimmer of hope for fans. It’s not a definitive “never,” but rather a “not right now.” The show’s solid performance figures, coupled with its success in other territories, mean there’s always a possibility that it could be revisited in the future, perhaps on another channel or streaming service. For now, however, ’99 to Beat’ joins a growing list of shows that were popular with viewers but failed to secure a second series.
The cancellation of ’99 to Beat’ is a stark reminder of the unpredictability of the television industry. Despite strong viewership and beloved hosts, the fate of a show can be sealed by factors beyond its on-screen performance. For Adam and Ryan Thomas, this is a setback, but their popularity and talent suggest it’s far from the end of their presenting journey
