A Dubious Career Move
It appears that even Claudia Winkleman, host of The Traitors, cannot revive the struggling chat show format. As her series concludes, it is evident that she has not fully emerged from Graham Norton’s shadow.
Six weeks prior to the launch of her BBC One Friday night chat show, media coverage frequently highlighted Winkleman’s “Midas touch” with television formats. Having departed from Strictly Come Dancing, she still held three successful programmes: the hit The Traitors, its spin-off, and ’s The Piano.
After six sofa chats, Winkleman’s latest show has not achieved the golden success of her previous work. While the ratings are reasonable—her debut on 13 March attracted 1.5 million viewers, slightly surpassing the final episode of the 33rd series of The Graham Norton Show—catch-up viewing added an additional 700,000 viewers.
Despite Winkleman’s increasing comfort with the format, which initially made her appear nervous, the series seems a questionable career decision. Her challenges stem largely from comparisons to Graham Norton and the established chat show landscape.
The Norton Shadow
Norton presents a significant obstacle because launching a Friday night celebrity chat show now is akin to a young Northern Irish golfer entering the circuit in 2026—they will inevitably be compared to Rory McIlroy. Winkleman’s difficulties were compounded by the BBC’s choice to have Norton’s So Television co-produce her show, making it feel as though she was constantly trying to escape his considerable influence. This was despite differences such as a distinct sofa color and the use of a pre-credits “cold open” in the studio, a feature Norton has mostly abandoned.
Audience Participation and Guest Challenges
Winkleman’s primary innovation has been incorporating audience participation. This began with her surprising a man who communicates with birds on social media and extended to featuring identical twin opera singers and two men on their first date. At the end of the show, when revisiting the couple, Winkleman asked about plans for a second date. One of the men mentioned possibly attending a Graham Norton recording, highlighting the persistent comparison.
Timothée Chalamet, a guest on the show, had previously appeared on Norton’s programme in December, part of a series featuring numerous A-list celebrities such as Margot Robbie, Jacob Elordi, Ben Stiller, and Kate Hudson. These appearances were strategically scheduled to coincide with Hollywood’s red carpet season.
Filling in for Norton during his hiatus, Winkleman faced the challenge of many top-tier film stars being unavailable. Although the show’s website promises guests from film, TV, and beyond, most have come from TV, theatre, and stand-up comedy. This suggests last-minute efforts to secure high-profile guests. For example, Winkleman did not preview any celebrities for the following Friday’s show, which featured actors Phil Dunster, Cush Jumbo, Dan Levy, and comedian Josh Widdicombe, all promoting television projects.
Changing Celebrity Platforms
Chalamet’s controversial remarks about ballet and opera, which attracted international attention, did not occur on a chat show but during a public event with fellow actor Austin Butler at the University of Texas. This reflects a shift in celebrity commentary, with live streams and podcasts featuring celebrities conversing with peers becoming the new venues for candid discussions, rather than traditional chat shows.
The Claudia Winkleman Show is likely to receive a second series due to its viewing figures and the potential reputational harm to the broadcaster if cancelled. However, the prospects for a third series appear uncertain.
Prior to the series launch, concerns were expressed that although Winkleman is an excellent presenter, she lacks the subtle edge that Norton possesses. Additionally, the chat show format is declining in broadcasting relevance, with Norton possibly being its last major star.
These concerns have proven justified. Mirroring Norton’s format, the six studio episodes will be followed by a compilation of highlights. While preparing this, Winkleman’s production team may reflect on the significant challenges faced in establishing the show.
