He is the savior of the BBC’s Saturday night television, although very few of its millions of viewers will have never heard of him.
But last night TV guru Dan Baldwin, husband of Holly Willoughby, beat Ant, Dec and The Masked Singer with his shows Gladiators and Michael McIntyre’s Big Show.
While The Masked Singer, hosted by Joel Dommett, peaked with 4.1 million viewers, Baldwin’s Michael McIntyre’s Big Show earned 4.8 million.
And in the final segment, the BBC also beat ITV, with Baldwin’s reboot of ITV classic Gladiators attracting an audience of 3.9 million, beating Ant and Dec’s Limitless Win quiz show which attracted 3.1 million. spectators.
Baldwin, head of Hungry Bear Media, is the force behind some of the BBC’s biggest primetime hits, including The Wheel and Bradley & Barney Walsh: Breaking Dad.
His work has helped secure BBC One’s position as a leader in family entertainment, as the Corporation’s bosses have repeatedly deceived it in a bid to stop it selling its programs elsewhere.
TV guru Dan Baldwin, Holly Willoughby’s husband, beat Ant, Dec and The Masked Singer with his shows Gladiators and Michael McIntyre’s Big Show on Saturday night.

Baldwin’s reboot of ITV classic Gladiators attracted an audience of 3.9 million, beating quiz show Ant and Dec’s Limitless Win, which attracted 3.1 million viewers.
“At a time when the BBC is trying to recreate modern versions of Saturday night greats such as Generation Game, Dan has become essential to them.”
The 50-year-old has been a household name in the industry for years and his hit shows have recently helped the couple get a new £8million mortgage for free.
He met Holly Willoughby in 2004 on ITV’s Ministry of Mayhem, where Baldwin was a producer and Willoughby was a presenter.
They married in 2007, have three children together and have since collaborated on projects such as Celebrity Juice.
The television mogul has already benefited from a lucrative deal with the BBC to produce the revamped Gladiators.
Baldwin has found another way to capitalize on Saturday Night’s success by creating a talent agency under his company Hungry Bear Talent, which now represents nearly all of the show’s new stars.
At least 12 of last season’s 16 Gladiators, including Alex Gray (Apollo), Emily Steele (Dynamite), Olympic sprinter Harry Aikines-Aryeetey (Nitro) and 6-foot-5 Jamie Christian Johal (Giant), are have enrolled.
This means Baldwin takes a cut of his future earnings as his fame explodes thanks to his appearances on the BBC.

Baldwin’s Michael McIntyre’s Big Show Scored 4.8 Million Viewers Saturday Night

…while on ITV1 The Masked Singer, presented by Joel Dommett, garnered 4.1 million viewers.
“It’s a smart commercial decision we’re talking about,” a TV insider previously told The Mail on Sunday.
‘Dan made the reboot with his company, sold it to the BBC for a huge amount of money and has now shrewdly signed some of his most popular young stars. Whatever they earn now, he will get extra money through the management company.
‘Some might think he’s a bit greedy. The BBC is not supposed to be a showcase for Dan to profit from.
Baldwin’s move to represent Gladiator stars has ensured that the Hungry Bear Talent roster includes the athletes behind Athena, Diamond, Legend, Bionic, Fire, Sabre, Viper and Steel.
Beginning his BBC career as a researcher on Live & Kicking, Baldwin quickly rose through the ranks.

Baldwin met Holly Willoughby in 2004 on ITV’s Ministry of Mayhem, where Baldwin was a producer and she was a presenter. They married in 2007 and have three children together.
By his mid-twenties, he had held senior positions, including head of programs at MTV, before founding his own production company in 2014.
His professional links with BBC chief content officer Charlotte Moore have been key to his ongoing collaborations with the broadcaster.
In November 2022, Moore invited Baldwin and Willoughby to the Variety Club Showbiz Awards at the Grosvenor House Hotel in London.
Baldwin’s accolades include a BAFTA, two National Television Awards and two Royal Television Society Awards.
With last night’s double success, he has reinforced his reputation as one of the most influential figures on British television.