ITV2 ditches its beach gigs after poor ticket sales

ITV2 had hoped to lure over the much sought teenage audience of axed, Channel 4 and E4 series, T4 on the Beach with their own version entitled Summer Sets on the Beach. However poor sales for the gig have seen the project axed.

The music festival was to take place on the beach at Weston-super-Mare in August, presented by Caroline Flack and Dave Berry for ITV2. The broadcaster was to erect three performance stages for the spectacular.

Music performers lined up to appear included Professor Green, Gabrielle Aplin, Stooshe and The Strypes. Others set to wow the teens included the cast of The Only Way Is Essex.

ITV said of the gig before its axe it would feature “a line-up of pop’s biggest stars” who would “treat fans to the ultimate summer party”

In a statement the planners for the event ‘Done and Dusted’ stated:

“The event organisers of Summer Sets on the Beach are extremely disappointed to announce that this year’s event will now not go ahead. A number of contributing factors have lead to the cancellation, not least being the tough economic climate resulting in poor ticket sales.

The organisers would like to thank North Somerset Council and everyone who has supported the event. It is with great difficulty and disappointment this decision has had to be made.”

Those who had purchased tickets will be refunded.

“I’m not sure its entirely economic. There hasn’t seemingly been much promotion for the gig in the press and on the ITV channels. Surely a publicity push across June should have been attempted first” Says critic Queenie, adding “and a better name wouldn’t go a miss, ‘ITV2’s Beach Party’ for example.”

T4 was axed by Channel 4 last year. The strand launched in 1998 and played host to many presenters including Vernon Kay, Dermot O’Leary and Steve Jones.