ITV is negotiating a five-year extension deal exceeding £100 million to secure “I’m A Celebrity…Get Me Out of Here!” through 2030, marking a significant departure from traditional three-year contract cycles. The agreement represents one of the broadcaster’s largest investments in unscripted reality programming, reflecting the show’s exceptional performance as ITV’s highest-rated returning entertainment series. Last year’s series averaged 9.1 million viewers, making it 2024’s most-watched entertainment program, with filming continuing at the established Murwillumbah, New South Wales location to maintain brand recognition and viewer familiarity while supporting local economic development and tourism opportunities.
ITV has entered negotiations for a groundbreaking five-year extension deal worth over £100 million to secure “I’m A Celebrity…Get Me Out of Here!” through 2030, representing a significant departure from the broadcaster’s traditional three-year contract approach and marking one of the largest single investments in unscripted reality programming in the network’s history.
ITV’s unprecedented £100 million five-year deal for I’m A Celebrity represents the network’s largest unscripted reality investment through 2030.
The proposed agreement would extend filming at the Murwillumbah, New South Wales jungle site through the show’s 30th season milestone, establishing unprecedented long-term planning for enhanced stability and schedule predictability. This strategic shift reflects the program’s status as ITV‘s highest-performing returning entertainment series, consistently delivering essential winter viewing figures since its 2002 debut while driving substantial advertising and sponsorship revenue.
Negotiations encompass multiple stakeholders beyond ITV and production teams, including Australian authorities and the Tweed Shire Council, which must approve extended filming permissions under regulatory requirements prohibiting open-ended production rights. Local council officials emphasize that formal permission remains necessary for each filming period, with environmental and community impact considerations factoring into approval decisions.
The financial scope covers thorough production elements including site leasing, logistics, talent fees, and operational costs through 2030, potentially enabling cost efficiencies through bulk contract negotiations with suppliers and partners. Industry observers view the massive investment as directly tied to the show’s continuous high audience figures and social media engagement, reinforcing ITV’s market dominance in UK reality television programming.
Maintaining access to the familiar Murwillumbah location remains crucial for show continuity and brand recognition, with the site hosting production infrastructure supporting technical operations, crew facilities, and contestant logistics throughout the program’s two-decade run. The potential long-term lease could support enhanced on-site improvements and increased local hiring opportunities. Last year’s series drew an average audience of 9.1 million viewers, establishing it as the most-watched entertainment program of 2024. The latest series saw Danny Jones claim victory as king of the jungle.
While talks continue without finalization, the proposed extension represents ITV’s commitment to retaining advertiser interest and viewer engagement through the decade’s end. The unprecedented five-year framework marks a new precedent in reality television contracting, with successful negotiations potentially impacting local economic activity and tourism development while securing one of Britain’s most recognizable entertainment properties for extended operation.
