Dancing On Ice 2013 kicked off its live shows with just under 8 million viewers last night.
The first half of twelve celebrities performed live on the ice for the first time, with Pamela Anderson, Keith Chegwin, Beth Tweddle, Shayne Ward, Samia Ghadie and Matt Lapkinskas all skating.
An average audience of 7.77 million viewers tuned in for the performances from 6:15PM on ITV1, while less than 7 million bothered to return 45 minutes later for the results.
6.96 million watched as Baywatch star Pamela became a shock first week exit against comic Keith in the skate off.
The numbers are well down by almost a million viewers on last year's launch, which had 8.65 million pairs of eyes watching.
In fact, it was the lowest rating Dancing On Ice launch ever in the show's eight year history.
It's sure to be a blow to bosses who were hoping that bringing back Jason Gardiner to the panel would help boost the numbers.
And with their biggest star already out, it doesn't bode well for the future live shows.
Last night also saw the return of Sky 1 series Got To Dance, which had less than a million viewers for both of its two audition shows between 6PM and 8PM, clashing with Dancing On Ice.
Meanwhile, Celebrity Big Brother 2013 continued on Channel 5 with solid if unimpressive numbers.
Last night's latest highlights attracted 2.2 million viewers, up 200,000 on Saturday night's highlights.