Wild at Heart's ratings have fallen and the show may be axed, according to tabloid reports.
The long-running ITV1 drama series about vet Danny Trevanion (Stephen Tompkinson) in South Africa has fallen to under 6 million in Sunday night's ratings, a considerable drop-off for a show which has previously attracted over 10 million.
A slump in Dancing on Ice ratings on Sunday nights and the success of Call the Midwife on BBC One appear to have affected the series.
"Everyone involved knows it's expensive to make and it's not as popular as it used to be so it's not rocket science," a source told The Mirror.
"The cast and crew love making it, but all good things come to an end and we've had a good run."
An ITV spokesperson insisted that any talks about the show's future were "pure speculation" and that Wild At Heart was still doing "good business" for the broadcaster.
