ITV has axed Bear Grylls: Mission Survive after ratings plummeted for its second series, it is reported.
The reality show saw Bear take groups of celebrities on 12-day expeditions to test their survival skills, with the worst-performing stars getting eliminated each week.
Up to 3.4million viewers tuned in to the first series - won by Irish model Vogue Williams - in its Friday night timeslot early last year.
However, bosses shifted the show to Thursdays for its second run in March - won by Arsenal footballer Alex Scott - and ratings dropped to a low of just 2million viewers.
Now ITV has opted to bid farewell to Mission Survive in order to make room for new entertainment formats.
"Mission Survive did what ITV expected to at first - it got everyone talking and there was a real buzz around the series," a source explained. "After all, where else on TV could you see the Fox siblings and Zara Philips’ husband hacking through a jungle to find their food?"
"But the second group of celebrities didn’t get people quite as excited, and that showed in the ratings, which were much lower. As a result, the bosses took the view that they’d let it go."
An ITV spokesperson commented: "We had two exciting series of Mission Survive but the commissioning team continues to refresh the channel's entertainment portfolio and so we have taken the decision not to commission a further series.
“We would like to thank Bear and the production team for everything that they achieved with the series. We have a number of projects with Bear in the pipeline and we will be announcing more details in due course."
While this is bad news for Bear, we doubt he's too upset, as Channel 4 has committed to his other big show The Island.
A fourth series is being planned for 2017, while a one-off celebrity version will air later this year as part of the Stand Up To Cancer fundraiser.