ITV has decided not to renew the daytime quiz show Time Is Money after its inaugural series, according to reports from television industry sources. The program, which launched on January 1 and was hosted by entrepreneur and former Dragons’ Den star Sara Davies, aired on weekday afternoons on ITV1 and was also accessible via the streaming platform ITVX.

Time Is Money featured a format in which five contestants were each handed a cash prize by Davies at the start of the game. Players then answered a series of questions, with incorrect responses resulting in deductions from their initial prize money. The show ran for a total of 25 episodes during its first season.

Viewer reception to Time Is Money was varied, with mixed reviews following its debut. Despite Davies’ popularity and recognition as a business figure, the show did not secure sufficient ratings or critical acclaim to merit continuation. ITV has not announced any plans to develop a subsequent series.

Though the program will not return, the completed first season remains available for viewers on ITVX.