Is 5pm too early in the day for a dating 'hook-up' show to screen on television?

The latest season of the UK reality sensation Love Island premieres on Three this afternoon.

NZ Herald TV reviewer Anna Murray wrote that the show is about a "group of young, confident, conventionally good-looking Brits hit a Majorcan villa in the hope of finding love and/or winning a cash prize of £50,000.

"With dozens of cameras fixed on them around the compound, the group's mission is clearly spelled out: Couple up or go home."

Andrew Dickens says that the timing is an obvious attempt to compete with the ratings juggernaut of The Chase, a quiz show that airs on TVNZ 1 at the same time. 

He says it is a "raunchy overly provactive festival of millennials making out or fighting", that has led to a "pornification of 5'o'clock". 

Dickens wants to know why the show isn't rated to be on later at night.

"Most of these hook-up programmes go on after 8pm. Why is this on at 5pm?" 

The news of the timeslot sparked outrage and derision by a number of talkback callers, with many saying that it should nopt be on that early. 

However, one caller, Clare, says that the timeslot may be pointless, as streaming services and DVR's means that anyone can watch anything at any time. 

"You do wonder how the Broadcasting Standards Authority can ever implement anything in the future based on that."