In October 2008, Emma Bunton appeared on the UK series of The X Factor to assist judge Dannii Minogue in choosing the three best over-25s acts to take through to the live shows. In December 2008, Emma Bunton debuted as a member of the panel on Loose Women on ITV. In February 2010, Emma Bunton appeared in a UK National Television campaign first aired during Coronation Street, showing her in the Heart Radio studios at the start and the end of the advert. In January 2010, Emma Bunton joined the “Ice Panel” on ITV dancing show Dancing on Ice replacing former judge Ruthie Henshall. She stepped down from this role on 2 December 2011. Emma Bunton hosted Channel 5’s Don’t Stop Believing from July to August 2010. In August 2010, Emma Bunton guest presented GMTV with Lorraine on GMTV. On 8 October 2010, 19 November 2010 and 7 January 2011, she guest presented Lorraine on ITV Breakfast.
In the summer of 2013, Emma Bunton was a judge on the ITV Saturday night entertainment series Your Face Sounds Familiar alongside Julian Clary and a different guest judge each week. In October 2014, Emma Bunton appeared on the UK series of The X Factor to assist judge and fellow Spice Girl Mel B in choosing the three best boys acts to take through to the live shows.
In February, and again between May and June 2009, she starred as guest presenter on Heart London’s Heart Breakfast alongside Jamie Theakston and Harriet Scott. Emma Bunton began hosting her own pre-recorded Saturday drive time radio show on Heart in the Saturday afternoon slot 4 – 7pm starting on Saturday 13 June 2009. Emma Bunton provided maternity leave cover for Heart Breakfast co-presenter Harriet Scott from 3 October until 23 December 2011 on Heart London. On January 2012, Emma Bunton reprised her role as one of fictional PR manager Edina Monsoon’s disgruntled clients in a revival of the BBC’s Absolutely Fabulous. Following Harriet Scott’s departure from Heart Breakfast in November 2012, it was announced Emma Bunton would succeed her as co-host along with Jamie Theakston from 7 January 2013.