“Brands Understand It’s A Safe Space!” 10’s Stephen Tate Talks The Upcoming Season Of I’m A Celeb

“Brands Understand It’s A Safe Space!” 10’s Stephen Tate Talks The Upcoming Season Of I’m A Celeb
Mary Madigan
By Mary Madigan



The Bachelorette season is over and that can only mean one thing for 10, I’m A Celebrity Get Me Out Of Here returns for another season.

After another year of reality television drama and lockdowns, the idea of a family-focused reality show does seem like a palate cleanser. 

After all, I’m A Celebrity is responsible for some of our favourite celebrity pairings, think about the friendships that blossomed between Chrissie Swain and Joel Creasy or Brendan Fevola and Anthony Callea. 

It’s a show that has continually focused on the positive rather than the toxic. Well, that – and eating bugs. 

Stephen Tate, head of entertainment at 10, told B&T, “I’m A Celebrity has always stayed in its own lane, it’s always been a big fun family entertainment show with a lot of heart.”

Of course, that doesn’t mean that this season won’t see some changes, Tate said: “I can reveal there’s an innovation at the beginning of this year, that we have considered doing for the last four years but we really only saw the opportunity to do it this year.

“The stars aligned, the cast was right and we are trying something new and it’ll be a big surprise for everybody.” 

While Tate couldn’t reveal this new innovation, he could reveal that this season won’t feature any shock casting, which assumedly means none of Megan Markle’s family members will appear in the show, 

Tate said: “We never cast for conflict, we don’t need to do that.”

However, what the show does need to do is provide a platform for celebrities to have some real and honest conversations from the light to the important. Something we saw play out heavily in previous seasons of the show from Grant Denyer to Brendan Fevola opening up in the jungle. 

Tate said: “That’s the thing that excites us most about the format. That we can have long-form conversations and we put them to air in more than a soundbite and I think that’s why the cast year after year trusts us.” 

The cast aren’t the only ones that trust the show, sponsors have come to count on the show for consistently delivering heart warming content. 

Tate can easily see why, “we can have grown-up conversations on I’m A Celebrity without compromising brands values.

“I think brands understand I’m a Celebrity is a safe place and they can trust us with their brands.” 

I’m A Celebrity… Get Me Out Of Here! Australia premieres January 3, 2022, at 7.30pm on 10.




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