From vision boards to prime-time television, Ally & G’s journey to becoming digital hosts on I’m A Celebrity… Get Me Out of Here has been years in the making.
Managed by District Global, their appointment marks a major step not just for the duo, but for digital-first creators entering legacy TV formats. We caught up with Managing Director Francesca Scambler to discuss the opportunity, the preparation, and what it means for the next generation of digital-first talent.
Let’s start with Ally & G – becoming the first-ever digital hosts for ITV’s I’m A Celeb is huge. What did that milestone mean for them, and for you as their manager?
This was a defining moment. IAC has been on A&G’s vision board from day 1, and their tagline “Ant and Dec with tits” didn’t just set the tone, it mapped the trajectory. After two years of strategy, pitching, and proving they were ready, that “yes” felt electric, a full-circle moment.
Why do you think Ally & G were the perfect fit for a show with such a big legacy and audience?
They’re fearless, entertaining and deeply respectful, exactly what a legacy show with its own hyper fandom wanted not needed.
A&G understand the culture of the IAC audience; they’re true superfans who’ve watched every season and ancillary format, including Ant & Dec’s Jungle club.
They know the rhythms, the jokes and they bring a fresh, modern energy without ever disrespecting the tenure. That balance is rare and why they slotted into the IAC family so naturally.
What strengths do digital-first creators like them bring to TV that traditional talent might not?
Digital-first creators are built differently. Creators of Ally & G’s archetype operate like full production units: the talent, the producers, the editors, the format developers all in one. Their ideas must land fast, hook instantly, and work across multiple platforms.
They’re used to collaborating, with other creators and brands so a collaboration where audience connection comes first, they instinctively respect how communities intersect, ensuring content lands in a way that entertains and engages everyone.
That DIY, collaborative muscle gives them sharper instincts, faster problem-solving, and a deep understanding of what genuinely connects with fans a huge advantage in today’s entertainment landscape.
And on the flip side, what’s been the biggest adjustment for them working in a more traditional broadcast environment?
Building trust behind the line whilst going from intimate, low-fi setups to suddenly thrust into a high-performance broadcast machine overnight. A gear change they were 100% ready for. Over the past two years we ensured they would respond well to this adjustment. Time on task, is a highly undervalued experience in a dopamine rich digital landscape. A&G had to prove they could interview and integrate guests; and they started that by interviewing us before moving onto talent like Perrie Edwards and Rylan Clark. In a moment of showbiz hysteria, they just needed to go back into their muscle memory and pull out their tenure of experience of creating meaningful conversation.
How does your role shift when supporting talent on a major TV production vs. managing digital partnerships?
It doesn’t, like any job that lasts longer than a day, our pastoral care levels up. Your role can mirror a sports coach: reminding talent of the vision, reinforcing training, celebrating wins, and tweaking (not overhauling) their approach based on feedback. Races are won in the training, not on race day
Do you feel the wider TV industry fully understands the value creators bring yet, or is there still a bit of education to do?
The industry is getting there, but there’s still education to do. For many broadcasters, it’s a big leap to realise that a show’s social media engagement can easily outstrip the original broadcast. Managing, policing, and governing that much content is overwhelming but digital-first creators are built for it, and that’s where their value really shines. I believe mainstream personalities needs to be re-defined as a talent who can hold an omnichannel footprint rather than one that comes from broadcast. Jamie Laing is a great example of this.
Looking ahead – do you see more digital creators becoming the new mainstream TV personalities?
Absolutely. Digital creators are already shaping mainstream culture, and I have plenty of ideas on how to accelerate that shift. Broadcasters need to recognise that grassroots talent must be invested in. Where does the next wave of TV entertainers come from if not from the people already commanding audiences? Why couldn’t a digital creator co-host Strictly? Success begets success, and my ambition is for District to be a trusted vessel pairing the right talent with the right format and the right broadcaster. We need to actively recruit and develop protégés who understand how to futureproof media and operate seamlessly across broadcast, SVOD and social. That’s how you build the next generation of mainstream personalities.
What advice would you give to creators dreaming of crossing over into TV work?
Ask yourself: do you really want this? Crossing over into TV isn’t just ambition, your entire strategy has to revolve around that goal. From brand partnerships to events, training, and personal development, it’s a full-time, all-in commitment. This isn’t a 30-day sprint; it must be part of your DNA, the very building blocks of your career.
And for managers supporting that move – what should they be preparing their talent for?
Hard work is non-negotiable. You and your talent will need to dig deep and earn every stepping stone along the way. As their manager, don’t put creators forward for opportunities willy-nilly, be laser-focused. Make sure every pitch is the right fit for the talent, the show, and the industry. One misstep, being late for a shoot, unprepared, or difficult on set reflects on all of us. “Influencers” are homogenised and tarred with the same brush, let’s make that a positive sweep as we have a responsibility to protect our reputation in TV and maintain momentum for the whole industry.
How do you think this role might open doors for other digital-first creators in the future?
We’re already seeing social stars cross into household reality shows like Strictly and IAC, and I hope our work with A&G contributes to a broader success story: digital-first creators becoming fully integrated into the universal entertainment sector. We need more shifts between mainstream and social, with IP developed on social and bolstered not just legitimised by mainstream. Social is a legitimate entertainment vertical; just look at Alex Cooper, whose show is redefining chat show formats. Even Whitney Levitt’s episode had an entertainment section – will we see more performances integrated into interviews? I HOPE SO!!
As the lines between social and broadcast continue to blur, Ally & G’s I’m A Celebrity moment feels less like an exception and more like a sign of what’s coming next.
For Francesca Scambler and District Global, it’s about pairing the right creators with the right formats and backing them with long-term strategy, preparation and care. If the future of mainstream entertainment is truly omnichannel, then moments like this aren’t just milestones – they’re proof that digital-first talent is no longer knocking on the door of TV, but stepping confidently through it.
