It's Now or Never was a UK Gameshow shown on ITV. Originally planned for a run of two episodes, only the first was aired before cancellation, it receiving just 1.7 million viewers in its Saturday night prime time slot. The latest of a series of ratings disappointments for the channel; this was a particularly embarrassing incident for ITV as presenter Phillip Schofield had only just signed a two year exclusive contract (a so called golden handcuffs deal) with the network.
The sole broadcast episode (July 22, 2006) was notable for featuring a live marriage proposal, but a repeat of outtakes show It'll Be Alright on the Night was broadcast in the time slot on July 29.
The second episode was eventually broadcast on Saturday, December 30. This episode was about Louise Holliday, who is so desperate to prove to her closest friend, who has been fighting serious illness - how much she cares about her.