Is this ITV's 'jump the shark' moment?

NO CELEBS were eaten by sharks on ITV’s latest series, which on balance seems a wasted opportunity. Shark! Celebrity Infested Waters is a hybrid “factual-entertainment” effort.

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The producers gleefully terrify a shiver of famous and semi-famous faces for our sadistic amusement under the banner of shark conservation.

“If I find out this show is called Britain's Tastiest Celebrity, I will not be happy,” quipped comedian Ross Noble, who later had his ankle nipped by a lemon shark.

The seven participants were told they'd meet bull sharks on their first day.

“In the water?” gasped Call The Midwife’s Helen George. No, Trixie, on the dance floor at the beach bar...

Helen is there to overcome her fear of the sea so she can learn to swim and enjoy holiday dips with her daughters. Even a shark wouldn't swallow that. So Ms George, what made you choose a well-paid, profile-raising trip to the Bahamas over swimming lessons in Poplar Baths?

Spielberg's Jaws made sharks a byword for danger 50 years ago.

After seeing the film, “people wouldn't go in the bathroom for a week,” said Lenny Henry. Actress Lucy Punch called them “savage tubes of teeth”.

But “the most feared predators on the planet” aren't even in the Top Ten animal threats to human life.

Youre far more at risk from mosquitoes or the bloke next door.

ITV’s experts included Paul de Geller, who lost an arm and a leg toa bull shark, to make the case for these majestic creatures.

Paul, ex-Aussie special forces, said: “The real danger is not an ocean full of sharks but an ocean without them”