Just when you thought reality TV couldn't stoop any lower, along come the Americans with something that is totally voyeuristic and downright life-threatening.
Born in the Wild will tell the story of mums who will give birth in the wilderness without pain relief and no help at all.
The series has been inspired by a Youtube video of a woman giving birth in a tropical creek in the US.
It has had 20 million hits – which to a TV executive means potentially sky-high ratings.
But what does it mean for the women and unborn children taking part?
There is a reason most women give birth in hospital – because it is so much safer for mother and baby.
If anything goes wrong there are teams of doctors and nurses on hand to save their lives – and they do countless times every day.
Women in developing countries die every day in childbirth.
According to the World Health Organisation, 289,000 women lost their lives in pregnancy or childbirth last year.
Around 10 million women suffered injury, infection or disease.
Yes childbirth is the most natural process in the world – but for a woman and baby it can also be one of the most dangerous.
Many first-time mums have dreamed of the perfect, tranquil birth.
Pushing your little bundle of joy out into the world with ease to the sounds of your favourite music, aromatherapy candle burning and no pain relief at all.
Ninety-nine per cent of them rip-up that birth plan with the first contraction and are screaming for mercy and/or drugs.
Anyone who has given birth will tell you it is the most painful, bewildering and uncontrollable experience of your life.
And that is if you have a relatively straight-forward birth with no complications.
If things go wrong, and they can go very wrong, a hospital is the safest place to be.
The programme makers have defended Born in the Wild claiming that having their team on hand will make the birthing process far safer for the women than if they were going it alone.
To any woman considering taking part I would say this. A baby is a precious gift, not a right.
Why would you put the safety of your child at risk just for your 15 minutes of fame and a TV ratings hit?
