Relatively poor ratings have sounded the death knell for STV lifestyle show, The Hour, with the broadcaster's bosses deciding Tuesday's edition to have been its last.
Initially a weekday half-hour programme that was then doubled in duration, The Hour took its annual, summer break earlier this year, to return last month as an once-a-week peaktime programme, broadcasting at 8pm on a Tuesday.
It was hosted by singer, Michelle McManus, and radio broadcaster and Daily Record columnist, Tam Cowan – following the departure in May of Stephen Jardine, who was helping set up a food and drink PR company.
Announcing the decision, Elizabeth Partyka, deputy director of channels at STV said: “Television is all about taking risks and experimenting with programming and our schedule. On this occasion, the show isn’t delivering the ratings that we expect. We’re delighted with the performance of other STV shows including Scotland’s Greatest Album and we’ll be confirming plans for 2012 programming later this year.”
It is understood The Hour had been delivering an average audience of 120,000 viewers, with over 200,000 the expected level for such a popular time of the day. This Tuesday, STV will be taking the network quiz, High Stakes, at 8pm.
The Hour in its daytime 5pm-6pm slot was delivering an average audience of around 150,000 viewers.