ITV knows value of prize asset Ant McPartlin and is once again putting a protective arm around him
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When Ant and Dec signed a multi-million-pound golden handcuffs deal in 2016, ITV boss Kevin Lygo hit the nail on the head.
Lauding their “rare ability to connect with audiences of all ages”, he added that their shows were “some of the biggest on British TV”.
Two years on and little has changed.
The duo continue to present the channel’s most successful shows in I’m a Celebrity, Britain’s Got Talent and Saturday Night Takeaway.
In other words, they are big, big business.
(Image: REX/Shutterstock)
So is it little wonder ITV has – yet again – placed a protective arm around Ant as he faces up to his personal demons.
Their statement yesterday backing the star in getting “the help that he needs” is an almost carbon copy of last years wishing him a “speedy recovery” after being admitted to rehab for the first time.
While ITV’s unequivocal support for the star should be welcomed, some cynics may question whether other stars further down their talent roster would get the same treatment.
Perhaps they would.
But there is no question just how important Ant is to ITV and vice versa.