ITV were clearly super keen for people to see their new talent show Walk The Line as they repeated it just two hours after the first episode ended.
After what seemed like an eternity of adverts for it, the much hyped new series, the brainchild of Simon Cowell, finally made its debut on Sunday night.
Hosted by Maya Jama, the ITV show sees five acts step on stage every night aiming to get the votes of the studio audience and a virtual audience of fans at home.
Whoever triumphs each night then has to decide whether they want to walk away with a cash prize of £10,000 or 'walk the line' into the next show.
READ MORE: ITV disclose I'm A Celebrity voting figures after Danny Miller's win
If they make it all the way to the final, there is a chance to win £500,000.
Offering their advice and critiques to the Walk the Line acts are judges Alesha Dixon, Craig David, Dawn French and Gary Barlow, who all gave some honest and, at times, rather brutal comments to the acts who appeared on Sunday's first episode.
After all the build up, the launch show was delayed by 10 minutes due to an announcement from Boris Johnson on the booster jabs, and was then won by the final act on stage - Ella Rothwell, who wowed everyone with an original songs.
The late start to Walk the Lie had a knock on effect on the I'm A Celebrity final, with that too starting late.
The late news followed Danny Miller's win but then people who'd watched the channel all night were then left with a strange sense of deja-vu as Walk the Line came on straight after.
And it wasn't a new episode, but the same show that had finished just two hours earlier.
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