A lively cast will compete in the popularity contest set in a unique environment, with an underdog known as ‘Alan’ competing amongst them.

The eight-part series will see celebrities no longer be the pawns, but instead hold all the power and take the reins to control what happens in the reality series behind the scenes.

Unbeknown to the contestants next door, a group of celebrities will be secretly watching and playing their own game to manipulate everything to make sure that Alan wins.

The celebrities will use all their experience from competing in reality TV shows to control the game, with shocking format twists and specific tasks, all in the name of making sure Alan wins.

The show will ask the question, what does it really take to be popular in today’s society?

Alan Must Win will be produced by Primal Media, part of the STV Studios family and Motion Content Group.

Commissioning editor, Mel Bezalel commented: “At E4, we’re completely obsessed with reality that drives viewing on All 4, and we’re excited about taking the genre in a completely (and sneaky) new direction. 

“This is a show that engages celebrities in an entirely different way, using their unique skillset and experiences to manipulate gameplay – with entertaining and surprising results. This is a TV event not to miss. We can’t wait, and neither can ‘Alan’…”

Alan Must Win will air on E4 in 2023.