Jennifer Saunders, creator of TV comedy Absolutely Fabulous, started writing the book for stage show Viva Forever yesterday. Producer Judy Craymer is hoping this new Spice Girls musical, due to open in London’s West End 2012, will repeat the success of Mamma Mia! Her people tell me that Saunders’ treatment is “a glimpse of the underbelly of TV talent shows. It’s all about the pursuit of fame and a moving look at celebrity today”. The irony it was Simon Fuller, the Spice Girls’ manager and the man who’s probably more responsible than any other for the glut of TV talent shows, who first mooted the idea of a Spice Girls musical to Craymer. Fuller is partnering Craymer, the Spice Girls and Universal Music on the show. Blimey, talk about biting the hand that feeds you.