Thousands have turned off Styled To Rock — executively produced by the singer and featuring wannabe designers competing to create a festival outfit for her.
Fronted by Girls Aloud star Nicola Roberts, it has bagged big name guests including Kanye West, Cheryl Cole and Katy Perry.
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| rihanna |
The Sky Living show started with an overnight viewing figure of just 95,000 — down on the channel's usual audience of 153,000.
It fell to 79,000 for the second episode before perking up a bit to 110,000 for this week's instalment on Tuesday.
The slump came despite Bajan beauty Rihanna heavily plugging the show to her 25million Twitter followers, telling them: "It's finally here! My 1st TV series I've executively produced."
Sky insisted the ratings were far higher when repeats and catch-up figures were included, with 440,000 seeing the first episode. Controller Stuart Murphy said: "It was trending and Rihanna is the biggest star in the world. Find me a channel controller who would turn down Rihanna in her own series."
An insider added: "It's pulled in respectable ratings.
"It airs on a tough night against big shows such as Jack Whitehall's comedy Bad Education and it's really difficult to launch a new show against strong competition."
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