As the 24th series of the BBC’s flagship show, Strictly Come Dancing, returns, executives are implementing a stringent new strategy aimed at preventing public scandals and attracting a younger demographic. This comes after a series of controversies that have reportedly left the show vulnerable.
Shuttering the Press and Controlling the Narrative
Following a tumultuous period, including reality star Thomas Skinner’s public confrontations and admitted infidelity ahead of his 2023 debut, show insiders indicate a significant shift in how the program interacts with the media. The traditional openness with journalists has been replaced by a more guarded approach, with bosses reportedly determined to keep potential controversies from leaking before they can be managed. This ‘shutters pulled down’ policy aims to avoid any repeat of scandals that have overshadowed the show in recent years.
A source close to the production stated, “After last year, bosses are terrified of another Thomas Skinner-style farce hitting the show before it has even begun and are doing everything in their power to avoid any controversy. The show is on its knees already – they know one more blow could finish it off.”
Embracing TikTok for a Younger Audience
In a bid to rejuvenate its viewership, Strictly Come Dancing has forged an official partnership with TikTok. This collaboration is central to the BBC’s strategy to engage a younger audience, a demographic they feel has been drifting away from the show. To facilitate this, contestants, even those less familiar with social media platforms, are being equipped with TikTok accounts and training. Professional dancers are also undergoing specific training to participate in TikTok challenges and trends.
“The BBC are chasing a younger audience. They have pulled in social media giants TikTok to try to overhaul their image,” an insider revealed. “They have lost the interest and trust of some of their once loyal older viewers. Now they’re trying to grab a new one and are throwing everything at it.”
This strategic pivot was evident at the show’s launch event, which saw a departure from traditional press days. Instead of entertainment journalists, the event was populated by Gen Z content creators who conducted interviews with contestants for their social media channels. The questions posed were light and focused on upcoming themed weeks or song choices, deliberately avoiding any potentially sensitive topics or behind-the-scenes inquiries.
New Cast, New Social Media Focus
The casting for the current series reflects this new direction, with an increased emphasis on celebrities who possess substantial online followings. This trend has been building over recent years, with stars like Joe Sugg, Saffron Barker, HRVY, Jamie Laing, Zara McDermott, Tasha Ghouri, Amber Davies, and George Clarke previously joining the cast. This year’s lineup includes Love Island winner Caity Mercer, influencer Dani Dyer, celebrity stylist Chris Appleton, and YouTuber John Nellis.
The introduction of five new professional dancers—Aleksandra Isaeva, Cristian Priori, Lethabo Monametsi, Maddie Ingoldsby, and Mark Karmalita—also aligns with the BBC’s objective to enhance the show’s social media appeal. Several of these new professionals are already established influencers with significant online followings, a factor reportedly considered by the BBC in their selection process, leading to questions about ageism as some long-standing dancers were replaced.
Navigating Influencer Contracts and BBC Guidelines
The increased presence of social media influencers among the cast presents a unique challenge for the BBC. Strict BBC rules prohibit talent from exploiting their appearances on BBC programs for commercial gain. While the corporation has historically allowed talent to continue pre-existing brand partnerships, new social media stars on Strictly Come Dancing must carefully balance promoting the show, satisfying brand partners, and engaging their audiences without violating BBC guidelines.
Addressing Past Controversies
The heightened security around public relations and the push towards social media engagement are direct responses to a series of significant controversies that have plagued the show. Beyond the Skinner incident, the 2023 series faced major crises. Former contestant Amanda Abbington quit the show and subsequently accused professional partner Giovanni Pernice of ‘abusive and cruel’ behavior. An internal investigation, costing approximately £250,000, substantiated some of her claims, though not the most severe allegations.
Additionally, professional dancer Graziano Di Prima was dismissed after admitting to kicking his celebrity partner, Zara McDermott, during rehearsals. These incidents led to the implementation of new duty-of-care measures, including chaperones, production team presence during rehearsals, and enhanced welfare support for both celebrities and professionals.
The show also experienced the departure of long-serving presenters Tess Daly and Claudia Winkleman after more than two decades. With these challenges, the BBC’s current strategy appears to be a concerted effort to reset the show’s image and secure its future appeal.
The Future of Live, Unpredictable Entertainment
As Strictly Come Dancing embarks on its new era, the effectiveness of its strategy—heavily reliant on curated social media content and a controlled public image—remains to be seen. The show’s traditional strength has always been its live, unpredictable nature. Whether this new approach can maintain audience engagement and viewing figures, particularly among its established fanbase, is a question that only time and performance will answer.
