Quick Read
- Sara Davies, known from ‘Strictly Come Dancing’ and ‘Dragons’ Den’, is the new host of ITV’s quiz show ‘Time Is Money’.
- Davies announced the role via Instagram, stating it took her “WAY out of my comfort zone” but she “absolutely LOVED!” it.
- The show’s format grants contestants initial money, which decreases with incorrect answers and time elapsed, with opponents gaining bonus time.
- The special premiere aired on New Year’s Day (2026) at 6 PM, strategically placed between ‘The Chase’ and ‘Emmerdale’.
- New episodes air weekdays at 3 PM throughout January, and Davies encouraged viewers to watch and share feedback.
In a career marked by entrepreneurial prowess and dazzling turns on the dance floor, Sara Davies, the beloved personality known from ‘Dragons’ Den’ and ‘Strictly Come Dancing,’ has once again captivated public attention with a thrilling announcement. Davies is embarking on an entirely new adventure, stepping into the spotlight as the host of ITV’s eagerly anticipated new quiz show, ‘Time Is Money.’ This significant career pivot, revealed by the 41-year-old entrepreneur via her Instagram, marks not just a fresh chapter but also a bold leap into uncharted territory, pushing her well beyond her established comfort zone.
The announcement sent ripples of excitement through her extensive fanbase and the broader entertainment industry. Davies, who graced the 2021 season of ‘Strictly Come Dancing’ with her vibrant energy, shared her enthusiasm with palpable sincerity. Her social media post, accompanied by a compelling trailer for ‘Time Is Money,’ underscored the personal significance of this new role. “So guys, I’m going to be kicking off the new year in style with something completely different for me… and something that’s taken me WAY out of my comfort zone (but that I’ve absolutely LOVED!),” she wrote. This candid admission offers a glimpse into the mindset of a public figure constantly seeking growth and new challenges, even when they demand a profound shift in professional focus.
The Allure of the Quiz Show: A New Challenge for a Familiar Face
For many public figures, transitioning between different facets of the entertainment industry is a testament to their versatility and enduring appeal. Sara Davies’s move from the high-stakes world of business investment and the glittering realm of ballroom dancing to the fast-paced environment of a television quiz show host is a compelling example. It speaks to a desire to explore new skills and connect with audiences in a different capacity. Hosting a quiz show requires a unique blend of charisma, quick wit, and the ability to maintain energy and control, all while guiding contestants through a high-pressure environment. It’s a role that demands not just a recognizable face, but also a genuine talent for engaging storytelling and spontaneous interaction.
The appeal of quiz shows to British audiences is undeniable, rooted deeply in the nation’s television culture. From classic formats to innovative new entries, these programs offer a captivating mix of general knowledge, strategic thinking, and the thrill of competition. They provide an accessible form of entertainment, inviting viewers to play along from home, test their own intellect, and root for their favorite contestants. For a network like ITV, introducing a new quiz show, especially one fronted by a popular personality like Davies, is a strategic move to capture and retain viewership in a competitive landscape. Her established connection with the public, cultivated through her roles on ‘Dragons’ Den’ where she offered astute business advice, and ‘Strictly,’ where she showcased her personal vulnerability and determination, positions her perfectly to draw in a diverse audience.
‘Time Is Money’: A Unique Twist on a Classic Format
Davies described ‘Time Is Money’ as a departure from traditional quiz show formats, promising a “fast-paced, high-energy” experience. This innovative approach is central to its appeal. The show’s premise introduces a tantalizing twist: contestants begin with a substantial sum of money, but their ability to retain it, and indeed to win more, is inextricably linked to their management of time. As the clock relentlessly ticks, every second becomes a valuable commodity, directly impacting the financial outcome. This direct correlation between time, knowledge, and monetary gain creates an immediate sense of urgency and high stakes, setting it apart from shows where money is solely accumulated through correct answers.
The format ingeniously introduces elements of both reward and penalty. Engaging with questions offers opportunities for contestants to advance, but incorrect answers come with a steep price: not just a loss of potential winnings, but also financial penalties that eat into their initial capital. Furthermore, the strategic layer thickens with the introduction of bonus time for opponents, adding a dynamic, competitive edge that demands not just intelligence but also tactical decision-making under pressure. This intricate design promises to keep both contestants and viewers on the edge of their seats, creating a truly immersive and exhilarating viewing experience that is both intellectually stimulating and emotionally charged.
Premiering in Style: Strategic Scheduling and Audience Anticipation
The launch of ‘Time Is Money’ was meticulously planned to maximize its impact and reach. The show debuted with a special episode on New Year’s Day at 6 PM, a prime-time slot strategically positioned between two of ITV’s most popular programs: the long-running quiz show ‘The Chase’ and the beloved soap opera ‘Emmerdale.’ This scheduling decision is a masterstroke, leveraging the existing viewership of established hits to introduce a new offering to a broad and engaged audience. The New Year’s Day premiere capitalized on the festive spirit and the tendency for viewers to seek out fresh entertainment as they welcome a new year.
Following its special debut, ‘Time Is Money’ settled into its regular weekday afternoon slot at 3 PM throughout January. This consistent scheduling aims to build a loyal daily audience, integrating the show into the daily routines of daytime television viewers. Davies herself emphasized the importance of audience feedback, encouraging fans to tune in live or record episodes, eager to hear their thoughts on her performance as a quiz master. This direct engagement with her audience is characteristic of Davies’s public persona, fostering a sense of community and inviting viewers to be part of her new journey. The enthusiastic support from fellow ‘Strictly’ contestants, such as Vicky Pattison, who lauded Davies’s potential as a host, further highlights the camaraderie within the entertainment industry and underscores the widespread belief in her ability to excel in this new role.
The Broader Impact: Celebrity Transitions and the Evolution of Entertainment
Sara Davies’s move into quiz show hosting is more than just a personal career development; it reflects broader trends within the entertainment industry. Celebrities are increasingly diversifying their portfolios, moving beyond their initial platforms to explore new avenues in media, business, and entertainment. This adaptability is crucial in an ever-evolving media landscape where audience tastes and consumption habits are constantly shifting. For Davies, a businesswoman first and foremost, this new venture aligns with her inherent drive for innovation and her willingness to embrace calculated risks.
Her journey from founding Crafter’s Companion from her university room to becoming a ‘Dragon’ on national television, then captivating audiences on ‘Strictly,’ and now hosting a major ITV quiz show, illustrates a remarkable trajectory. Each step has built upon the last, enhancing her public profile and showcasing different facets of her personality and capabilities. The ‘Time Is Money’ role taps into her sharp intellect and engaging communication style, qualities that were evident in her previous roles but now take center stage in a new, dynamic format. It’s a testament to her enduring appeal that she can seamlessly transition between such diverse roles, maintaining authenticity and connecting with audiences across different genres.
Navigating the Unseen Pressures of Live Television
While Davies expressed her enjoyment of the hosting experience, she also acknowledged the inherent pressures of the role. Hosting a live or quasi-live television program, especially one as fast-paced as ‘Time Is Money,’ demands an exceptional level of concentration, adaptability, and emotional intelligence. Unlike the structured pitches of ‘Dragons’ Den’ or the choreographed routines of ‘Strictly,’ a quiz show requires constant, unscripted interaction, managing contestant emotions, adhering to strict time limits, and maintaining an engaging flow. The host is the central pivot around which the entire show revolves, responsible for its rhythm, tone, and overall success.
Davies’s background in business, however, might provide an unexpected advantage. Her experience in high-pressure negotiations and her ability to think quickly on her feet, often under scrutiny, could translate well into the demands of live television hosting. Her authenticity and relatable demeanor are also significant assets, allowing her to connect genuinely with contestants and viewers alike. This blend of business acumen, public performance experience, and genuine personality suggests she is well-equipped to handle the unique challenges and exhilarating pace of ‘Time Is Money,’ turning her initial discomfort into a platform for new growth and success.
Sara Davies’s foray into quiz show hosting with ‘Time Is Money’ represents a strategic and personally challenging evolution for a prominent public figure. It underscores the dynamic nature of celebrity careers and the enduring appetite for engaging, innovative television content, positioning Davies not just as a familiar face, but as a versatile and compelling new voice in the world of entertainment.