Kim Woodburn, known for her fiery personality on shows like *How Clean Is Your House?*, recently criticized ITV bosses for their trend of hiring reality TV stars as presenters. She called them “wannabes” who “work cheap,” arguing that this practice undermines the quality of television. Woodburn’s comments reflect her frustration with the industry’s shift toward cost-cutting and prioritizing recognizable faces over experienced professionals.

This trend isn’t new—ITV has increasingly tapped reality stars from shows like *Love Island* and *The Only Way Is Essex* for presenting roles on programs such as *This Morning* and *Loose Women*. For example, stars like Maura Higgins and Olivia Attwood have hosted segments, leveraging their large social media followings to attract younger viewers. ITV likely sees this as a strategic move to stay relevant in a competitive media landscape, where platforms like Netflix and TikTok dominate younger demographics. Reality stars often come with built-in audiences, and their lower salary demands compared to seasoned presenters make them a cost-effective choice.

However, Woodburn’s critique has merit. Many of these reality stars lack formal training in broadcasting, which can lead to a noticeable dip in polish—think awkward segues or struggles with live TV’s unpredictability. On the other hand, ITV might argue that freshness and relatability outweigh traditional skills, especially for formats aiming to feel casual and accessible. The network’s viewership numbers for shows with reality star presenters, like This Morning’s recent uptick among the 16-34 demographic, suggest the strategy is working to some extent.

Woodburn’s comments also highlight a broader tension in entertainment: the clash between meritocracy and marketability. While she positions herself as a defender of quality, her rant risks sounding like gatekeeping in an industry that’s always evolving. Reality stars aren’t going away—they’re a product of what audiences engage with. Still, her point about “cheap” labor raises questions about whether ITV is prioritizing profit over craft, a valid concern when long-term brand reputation is at stake.

Kim Woodburn’s recent comments about ITV’s hiring of reality stars as presenters tap into a larger debate about the direction of television programming, particularly at ITV, a network with a long history of balancing entertainment with quality broadcasting. Woodburn, a TV personality known for How Clean Is Your House? and her outspoken stint on Celebrity Big Brother, didn’t hold back, labeling reality stars as “wannabes” who “work cheap.” Her criticism points to a perceived decline in professionalism, as these stars often lack the training of traditional presenters but are hired for their fame and affordability.

ITV’s strategy reflects a broader industry shift. Networks are under pressure to compete with streaming platforms and social media for younger audiences, who are drawn to familiar faces from shows like Love Island or The Only Way Is Essex. For instance, ITV has given presenting roles to reality stars like Maura Higgins and Olivia Attwood on shows such as *This Morning* and *Loose Women*. These stars bring built-in fanbases—Maura Higgins, for example, has over 3 million Instagram followers as of early 2025, a significant draw for advertisers targeting the 16-34 demographic. Viewership data supports ITV’s approach: This Morning has seen a 12% increase in younger viewers since integrating reality stars into its lineup, according to industry reports from late 2024. Additionally, reality stars often command lower salaries than established presenters—sometimes as little as 30-50% of what a veteran like Holly Willoughby might earn—making them a cost-effective choice during a time when production budgets are squeezed.

However, Woodburn’s critique resonates with a segment of the industry and audience who value craft over celebrity. Reality stars, while charismatic, often lack the skills to handle live TV’s demands—think improvised interviews or managing breaking news segments. A notable example is a 2024 *Loose Women* episode where a reality star guest host struggled to pivot during a heated debate, leading to viewer complaints on X about “amateurish” delivery. This aligns with Woodburn’s point about “wannabes” diluting the quality of programming. Veteran presenters like Lorraine Kelly, who has also faced scrutiny over her own ITV role, have echoed similar sentiments, with Kelly noting in a March 2025 interview that the industry’s focus on optics can feel “hurtful” to those who’ve dedicated decades to their craft.

On the flip side, ITV’s approach isn’t just about cost. Reality stars often bring a raw, unpolished energy that resonates with audiences seeking authenticity over slick production. Shows like *This Morning* thrive on a mix of relatability and entertainment, and stars like Olivia Attwood, who transitioned from *Love Island* to hosting documentaries on ITV2, have proven they can evolve into credible broadcasters. Attwood’s 2024 documentary series on cosmetic surgery drew over 1.5 million viewers per episode, showing that some reality stars can hold their own. Moreover, ITV isn’t alone—BBC and Channel 4 have also tapped reality talent for shows like Strictly Come Dancing and Gogglebox spin-offs, suggesting a wider industry trend.

Woodburn’s “work cheap” comment also highlights a labor issue. The WGA East’s renewed push for union contracts at ITV America, as reported in March 2025, underscores how cost-cutting can affect workers across the board. Reality TV producers at ITV have been unionized for over a decade but still lack a first contract, with some alleging that the network prioritizes profits over fair wages. This mirrors Woodburn’s concern: hiring reality stars might save money upfront, but it risks eroding the professionalism that networks like ITV have built their reputations on.

The tension here is clear—ITV is chasing relevance in a fragmented media landscape, but at what cost? Woodburn’s rant, while blunt, forces a question: does marketability trump merit, or can the two coexist? The answer might lie in balance—ITV could nurture reality stars into skilled presenters through training, rather than relying solely on their fame. Until then, Woodburn’s critique will likely find an audience among those who feel TV’s golden era is slipping away.