Cynical television programming, whereby producers starve a disparate bunch of people in a jungle & subject the to torture (for the publics "entertainment").
Instead of criminals they victimise people who used to be on the telly, and who need a career boost. To that end the phrase should really be - I'm a celebrity WHEN I get out of here (for 5 minutes).
Ohh great another series of I'm a celebrity get me out of here - no point even switching on the TV until after Christmas
Ooohhh look, breakfast television is dragging out I'm a celebrity..... every morning, again!