The Island with Bear Grylls grew its audience again last night with 2.5 million viewers tuning in.
It's the third consecutive increase for this year's series in the viewing figures since last week's launch, adding some 600,000 viewers on Episode 2.
The latest instalment from the men's island proved a controversial showing, prompting complaints after the bloody beheading of an Iguana shocked viewers.
Elsewhere on the telly last night and ITV debuted a new line up of shows to mixed results.
At 8PM, Britain's Got Talent judge Amanda Holden debuted her new animal show Give A Pet A Home to a not-so-BGT audience total of just 2.8 million viewers.
Later and up against The Island at 9PM, a strong 3.65 million tuned in for the first episode of topical comedy Newzoids, but those viewing figures declined by more than a million for premiere of maternity ward based sitcom The Delivery Man.
2.6 million watched the opening show, seeing Channel 4 beat ITV in the 9PM in the key 16-34 year-old demographic.
The Island continues TONIGHT on Channel 4 with the latest from the women's island.