Adam Thomas Slams ITV as ‘Exploitative’ Following Chaotic I’m A Celebrity South Africa Win
The victory celebration for Adam Thomas has turned into a public relations nightmare for ITV.
Despite being crowned the second-ever Ultimate Legend, the 37-year-old is reportedly refusing to promote his Adam Thomas I’m A Celebrity South Africa win on the very network that aired the show.
The fallout stems from a highly contentious live final that left the winner feeling more betrayed than triumphant.
While Adam emerged victorious, the moment was eclipsed by a volatile on-stage clash involving Jimmy Bullard and David Haye.
The tension was so palpable that the legendary hosting duo, Ant and Dec, reportedly struggled to maintain order as the argument spiraled.
‘I Sold My Soul’: The Emotional Cost of Victory
Speaking candidly on the podcast At Home With The Thomas Bros, the Waterloo Road star didn’t mince words about his experience.
Adam revealed a deep sense of resentment, claiming he felt ‘exploited’ during the finale.
“I just felt like I’d just been exploited and I think you can see it at the end of the live show,” Adam admitted.
The sentiment was echoed by his twin brother and former Love Islander, Scott, who suggested that the frustration among the cast was widespread.
Scott asserted that the issues lay solely with the network, stating, “All those campmates were pissed off at ITV. It wasn’t your issue. It is ITV’s issue.”
The psychological toll appears significant; Adam confessed that no amount of money could entice him back to the jungle.
“I feel like I sold my soul and you couldn’t pay me £10,000,000 to do that experience again,” he said, adding that “nothing is worth what I went through in there.”
Is the pursuit of reality TV fame becoming too costly for the mental health of participants?
Does a public vote validate a win if the behind-the-scenes experience is described as “toxic”?
A Cold War with the Broadcaster
The tension has now translated into a professional standoff. According to reports from the Daily Mail, Adam is currently avoiding any ITV appearances to discuss his win.
An insider suggests the message is loud and clear: Adam is “furious” and wants nothing to do with the network in the immediate aftermath of the show.
However, not everyone in the production camp shares this view. One insider claimed that many participants actually enjoyed their time and have no issues with the editing process.
The Thomas Family Legacy and the ITV Connection
The rift is particularly surprising given the deep-rooted history between the Thomas family and the broadcaster. This isn’t just a one-off appearance; it’s a career-long association.
Adam himself is a veteran of the ITV ecosystem, having previously starred in the long-running soap Emmerdale. His brother, Ryan, spent 16 years as a staple of Coronation Street.
The brothers have frequently collaborated on network projects, including the 2020 travelogue Absolutely India: Mancs in Mumbai and the game show 99 to Beat.
Furthermore, Adam’s versatility was on display when he competed in Dancing on Ice in 2024, proving his ability to handle the pressures of high-stakes reality competition—until now.
For more information on the production standards of UK reality television, you can visit the Ofcom website, the regulatory body for UK broadcasting.
Additionally, the career trajectories of the Thomas brothers are well-documented on IMDb, showcasing their transition from soap opera stars to reality TV mainstays.
Frequently Asked Questions
- Why is Adam Thomas upset about his I’m A Celebrity South Africa win?
Adam feels he was “exploited” during the finale and describes the show’s environment as toxic and cut-throat. - Did Adam Thomas win I’m A Celebrity South Africa?
Yes, he was crowned the second-ever Ultimate Legend with 51% of the vote. - What happened during the Adam Thomas I’m A Celebrity South Africa win finale?
The event was marred by a heated argument between Adam, Jimmy Bullard, and David Haye. - Is Adam Thomas appearing on ITV to discuss his win?
Currently, reports suggest he is refusing to appear on ITV shows due to his anger toward the network. - Where did Adam Thomas share his feelings about the experience?
He used his family podcast, At Home With The Thomas Bros, to voice his frustrations.
Join the Conversation: Do you think reality shows go too far in creating drama for ratings, or is this simply part of the job? Share your thoughts in the comments below and share this story with your fellow fans!
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