While Emma Willis was fronting one of the best-ever series of Celebrity Big Brother over on Channel 5, poor old Davina McCall was freezing her bits off in the Austrian mountains. Celebrities on The Jump, you are live on Channel 4, please do not swear of break your f**king leg.
10 years ago, Channel 4 had an underrated and weirdly enjoyable reality show called The Games. Watching D-listers and members of So Solid Crew tackling weightlifting and the hurdles was weirdly hypnotic and fun. Don't laugh. It was.
The Jump should have at the very least been knockaround, trashy fun in a similar vein. Sinitta preparing to hurl herself down in a bobsleigh. One of 5ive falling on their face. Anthea Turner falling on her arse. Hardly the heights of TV sophistication, but there should have been at least a couple of grim laughs.
In reality there wasn't even a snigger. It was more painful than a snowball in the mouth.
Live from the Austrian mountains, Davina and Alex Brooker gamely tried to get some enthusiasm out of the definitely-not-busy-in-January celebrities.
The likes of Nicky Clarke and Sir Steve Redgrave were wrapped up like sausages in garish ski suits, which had the unfortunate effects of creating alarmingly smooth bulges in all the wrong areas.
Meanwhile, viewers were treated to pre-recorded snippets of the male celebs slowly sliding down a mountain on their skis. Seriously. Would the thrills ever stop? They never even started.
"Does winning ever get boring," Alex Brooker asked Sir Steve Redgrave, after he eased to victory in the first competition. Probably not, but this show has already moved into Famous and Fearless/Celebrity Wrestling levels of snooziness.
At the end of it all, the giant climax, THE BIG JUMP, the mega moment, we'd all been waiting for... two celebrities bobbling off the end of what looked like glorified slides.
If you want to see dangerous stunts and jumps, check out the London Undeground escalators after chucking out time at the pubs. Don't watch Ritchie Neville from 5ive and hairdresser Nicky Clarke OBE (OBE!?) piddling off the end of ramps all of six inches in the air.
The Jump was slickly produced, well presented and had its heart in the right place. Unfortunately, the reality on screen was more tedious than a tax return.
"Arm wrestling with Chas and Dave? Youth hostelling with Chris Eubank?" asked Alan Partridge famously, desperately pleading for a new TV format to present. Sinitta weeping on a ski slope must have been next on his list.
"Find a pillow to hide behind," Davina told us as we headed towards the end of the show. She definitely had the right idea.
What did you think of The Jump? Will you be watching for the rest of the week? Let us know below.