ITV1's celebrity reality show Love Island will not be returning for a third series, it has been announced.
Disappointing ratings over the summer led to ITV's director of television, Simon Shaps, pulling the plug.
The programme frequently failed to top two million viewers during its run and suffered from being scheduled against Channel 4's Big Brother.
The announcement came as the network unveiled its winter and spring schedule in London.
Mr Shaps said he had "nothing but admiration" for the production team and the show had been "brilliantly made".
"But I just don't think the public appetite was strong enough for us to bring it back for a third year," he continued.
Departures
Originally entitled Celebrity Love Island, the show saw 11 contestants "date" on Armstrong Island, Fiji and compete for public votes.
The second series was hit by a series of departures and a fight between former Hollyoaks star Lee Otway and dancer Brendan Cole.
Only 3.2 million tuned in for the first episode of the second series, down on the 5.6 million who saw the first season begin in 2005.
An audience of 3.8 million viewers watched as George Best's son Calum and Paul Gascoigne's daughter Bianca were crowned the eventual winners of the second series.
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