I’m A Celebrity… Get Me Out Of Here is back in the South African jungle for the 11th season of creepy crawlies and gross-out challenges.
Ahead of the new season, featuring Dave Hughes and Matty J, Mediaweek caught up with Paramount’s Head of Creative Production and Entertainment, Tamara Simoneau and Head of Integration and Partnerships, Tamar Hovagimian to discuss how they ensure active engagement.
Simoneau admits it isn’t an easy job to keep the show full of fresh ideas which is again hosted by Robert Irwin and Julia Morris.
“I think our audience loves what the show already delivers and has delivered for ten years,” she said.
“We have to keep all those things. The gross eating trials and all the ridiculous over the top, silly stuff that is just hilarious to watch and great light entertainment.
“But somehow, adding to that, we have to find some some new elements.
“We spend many months locking ourselves in a room coming up with new challenges and trials. We want things that people would say, ‘I would absolutely never do that.’
“This year we have a big twist on how we’re doing our audience voting, which I can’t elaborate on, but that’s another way that we’re keeping this season fresh, the audience will learn that as we go along.”
Paramount’s Head of Creative Production and Entertainment, Tamara Simoneau and Head of Integration and Partnerships, Tamar Hovagimian
In 2025, Hovagimian says 10 there has been a resurgence in interest from brands looking to work with the show.
“We’re really pleased with the level of support we’ve had and the brands that have come on board with the new summer schedule in mind.
“The market has always reacted well to this format. Particularly in its summer slot. It’s a really great alternative to sport over summer.
“Plus, it’s a family friendly format, and it’s a highly integratable format. So we can be so creative with the way brands can show up, and it offers that sort of level of integration that no other show on Australian television, in my opinion, offers.”
Some of the key sponsors returning for the new season include: Bedshed, who is back for their sixth year with the show; Kellogs, who are a brand new sponsor; Felix Mobile; Youi Insurance and McDonalds.
“The integration for each of them is deeper and more aligned and entertaining than ever,” Hovagimian said.
– Top image: Tamara Simoneau & Tamar Hovagimian
I’m A Celebrity… Get Me Out Of Here! is produced by ITV Studios Australia.