On June 11, 2026, ITV's reputation for turning unique cultural traditions into commercial reality television became the butt of the joke on the podcast circuit.
During a recent episode of No Such Thing As A Fish, the hosts were discussing ancient Sámi reindeer sacrifices when co-host Andrew Hunter Murray took a direct jab at the broadcaster's programming style. Murray asked, "You're not, you're not proposing taking this ancient sacred ritual and putting it on ITV on prime time?", teasing his fellow hosts about the commercial viability of sacred customs.
While the exchange was lighthearted, it underscores a broader critique of how ITV packages niche culture for mass consumption. As the broadcaster prepares its next wave of commissions, it remains to be seen whether they will stick to their traditional reality formats or surprise audiences with more elevated, culturally respectful programming.