It was supposed to be Scotlands answer to Richard and Judys popular television chat show formula with a heady mix of celebrity interviews, music, fashion and tips on food and drink that would send ratings skyward.
However, viewer numbers plunged for The Hour, which began life as The Five Thirty Show in 2008, since it moved to a new evening time slot.
Last night the broadcaster announced Tuesdays episode of the daily magazine show was the last barely a month after it had been shifted from its traditional 5pm slot to 8pm due to falling ratings.
The decision was so sudden the shows presenters, Pop Idol winner Michelle McManus and Tam Cowan, did not even get the chance to say goodbye to their dwindling band of viewers, which had fallen by 30,000 to only 120,000 per edition since the move to the 8pm slot far short of the 200,000 STV had hoped for.
It also caught the shows Twitter page by surprise. A tweet yesterday morning asked people: Any plans for the day ahead let us know!
Elizabeth Partyka, deputy director of channels at STV, admitted the risk of moving it to the primetime slot had failed.
She said: The Hour will not be continuing for the time being on STV.
Television is all about taking risks and experimenting with programming and our schedule.
On this occasion, the show isnt delivering the ratings that we expect. Were delighted with the performance of other STV shows including Scotlands Greatest Album and well be confirming plans for 2012 programming later this year.
Despite still billing itself as Scotlands top TV magazine, featuring the best of Scotland in food and drink, homes and garden, star guests and tears and laughter, The Hour did not pull in enough viewers for its new weekly broadcast.
As yet no replacement has been announced.
STV insiders hinted the show which aired live from the STV headquarters at Pacific Quay in Glasgow could return in another form.
The Hour began in 2009, hosted daily by Stephen Jardine and McManus, but Jardine, a veteran journalist and newsreader, left STV in May to set up his own public relations firm and the programme took a summer break before returning in its new form.
Jardine launched its predecessor, The Five Thirty Show, three years ago. It was axed after a just a year, despite being a ratings winner.
At the time The Hours producer, Tom Cara, said Jardine had been invaluable to its success as Scotlands most popular teatime show.
The Hour in its daytime 5pm to 6pm slot was delivering an average audience of around 150,000 viewers.
Earlier this year, STV reached an agreement with ITV after a series of legal cases and is still committed to making its own programmes and developing a distinctive identity away from ITV. However, its flagship programme, police drama Taggart, was dropped by ITV earlier this year.
Taggart had run for 27 series and 107 episodes.