FANS of The Only Way Is Essex have slated the opening episode of the new series of the reality soap opera.

New faces among the cast failed to impress viewers on Sunday night, with many complaining that they miss old favourites.

The stars who drew in audiences of millions - including Mark Wright, Amy Childs and Kirk Norcross - have departed for other - higher paying - reality TV and presenting roles and their replacements have left viewers disappointed.

Among those making their feelings known on Facebook was Amanda Birch, who wrote: "Well its safe to say thats 45mins of my life ill never get back! What a let down! I normally ban my partner from talking when its on but tonight i ended up starting a convo with him! Hate the new start!"

And Louise Ashworth wrote: "Total let down,shall not b watchin anymore.its not like it use 2b.Think all the good1s that made the show av gone n should stop makin it b4 they really ruin it!"

They were just two of hundreds of fans who left overwhelmingly negative comments on the show's Facebook page.

A drop in the show's popularity - although inevitable at some point - could be bad news for businesses in the county which have widely reported increased sales and custom on the back of TOWIE.

Just today The Sun reported that the show was responsible for a £1.4bn boost to the economy as youngsters splashed out on hair and beauty products and nights out while attempting to emulate the stars.

New characters included Joey Essex's best friend James Bennewith - known as "Diags" due to, according to Joey, his "diagonal mouth".

Fan Anne Macker wrote: "Where did u get him from... Oh dear...!! Program is coming over desperate!!! Very bad over acting... No longer reality tv!!! Zzzzzzz"

And new girl Georgina Dorsett caused a stir and prompted bemused comments from the other cast members by committing what is apparently a cardinal sin in Essex - wearing jeans to a nightclub.

In what was perhaps (though probably not) a move towards repositioning the show as a platform for discussing current affairs , one scene did feature a mention of the PIP breast implant scandal.

Regular Chloe Simms commented that Essex probably had a higher number of victims of the cost-cutting French cosmetic surgery company than anywhere else in the world.