The water bottles have been ordered and the fake tan is flowing which can only mean one thing – it’s Love Island time.
Fans have been cancelling plans for Monday night ready for the launch of the fifth series, with excitement and anticipation at an all-time high.
But after the tragic suicides of former contestants Sophie Gradon and Mike Thalassitis, PR expert Rob Cooper says the continued success of the show isn’t a done deal.
In fact, he believes the show’s ratings could fall to an all-time low thanks to the ‘ Big Brother effect’, whereby audiences become more cynical year-on-year.
“Just like Big Brother the show started off feeling quite authentic,” he explains.
“People love getting a glimpse into other peoples lives and find human behaviour fascinating.”
He continues, “But now that the show has had two extremely successful years, viewers will be watching from a cynical point.
“I don’t think anyone truly believes any of the contestants have entered the show to find love, they’ve entered the show to find fame, and because of that viewers will over-think the contestants’ every move.
“Will they couple of with the person they are most attracted to or will they link themselves to the person who will make their career more lucrative?”
Another issue, he says, is that fans are sick of seeing the same type of Islander year after year.
“On the build up to this series viewers have been extremely vocal online about wanting diversity,” he said.
“Yes the contestants are attractive and they’re guaranteed to get a lot of media attention, but with two suicides being linked to the show over the past year there’s an underlying anger towards producers with people questioning how responsible the show has been.
“Ultimately Love Island is starting to become the TV equivalent of a circus, people want to watch and be dazzled by what they see, but ultimately there’s a lot of people who see the show as unethical and irresponsible.”