ITV knows value of this prize asset

WHEN Ant and Dec signed a 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 said their shows were “some of the biggest on TV”. Two years on, little has changed.

The duo continue to present ITV’s most successful shows in I’m a Celebrity, BGT and Saturday Night Takeaway. In other words, they are big, big business.

So is it little wonder ITV has yet again placed a protective arm around Ant as he faces up to his demons. Its statement backing him getting “the help he needs” is almost a carbon copy of last year’s wishing him a “speedy recovery” after his first admission to rehab.

While ITV’s support for the star should be welcomed, cynics question whether stars further down their talent roster would get the same treatment.

Perhaps. But there is no question how important Ant is to ITV and vice versa.