ITV is making a surprising move in the competitive world of daytime television, handing the reins of a brand new quiz show to a complete novice in the genre. Sara Davies, the savvy entrepreneur best known for her role as an investor on BBC's Dragon's Den, is set to debut as the host of Time is Money.
From the Den to the Quizmaster's Chair
The 41-year-old businesswoman, famed for her calm demeanour and encouraging advice on Dragon's Den, admitted the offer from ITV came as a shock. Davies confessed she never envisioned presenting a quiz as part of her career path but embraced the challenge with characteristic determination. She expressed feeling "humbled and honoured" that the network was prepared to take such a significant chance on her, acknowledging they typically opt for tried-and-tested professional presenters.
"That's a big risk for them, which just drove me even more because I don't do anything half-heartedly," Davies stated. "If I'm in something, I'm really in it." The mother-of-two believes her natural warmth and empathy, traits honed in the Den, are her secret weapons in putting contestants at ease and making the game enjoyable.
Mastering the Mechanics and the Accent
Taking the role seriously, Davies faced notable challenges, not least mastering the pronunciation of a wide range of quiz answers. With her distinctive north-east accent, she revealed spending hours with the question team practising tricky words, from Shakespearean characters to European footballers, to ensure she didn't falter during filming.
She applied the same focused discipline she used during her stint on Strictly Come Dancing in 2021. Davies filmed the entire series in a concentrated eight-day block, dedicating her full attention to the task. "I learned that I had to give them all of me in those six hours... I give 100% of me in the moment," she explained, detailing her ability to compartmentalise her busy schedule running a business and family life with her husband Simon and their two sons, Oliver, 12, and Charlie, nine.
A New Contender in Daytime TV
Time is Money launches on ITV and ITVX daily from 3pm, joining the channel's established lineup of hits like The Chase and Tipping Point. The show introduces a tense twist: contestants start with their prize money already on the table and must race against the clock to keep it. A wrong answer sees their cash drain away, creating instant drama where fortunes can reverse in seconds.
Davies, who filmed the series at Easter with an experienced production team, hopes viewers will connect with her authentic approach. "I guess I came into it wanting to be what the quiz needed me to be," she said. "They wanted my personality, but it wasn't about me. It was about delivering the show really well." By the final recording, she felt transformed, boasting, "By the time we got to record episode 25, I felt like a quizzing expert." ITV's gamble now rests on whether audiences will embrace a Dragon in this exciting new role.
