Rob, who worked as an executive producer at Channel 10, the same network airing Roxy's series, said she only appealed to Sydney viewers.
"The Sydney media gets so caught up in Sydney stuff and she's in that bubble, and she does not rate in the country."
He added that her highly-publicised sit-down interview with 60 Minutes, alongside her jailbird husband Oliver Curtis, bombed in the ratings.
I Am... Roxy! will centre around the mother-of-two's PR company Sweaty Betty, her talent agency Ministry of Talent, her marriage to Oliver, her social life and presumably her new venture Roxy Jacenko Accessories.
Rob added that in his opinion, "I don't think she will pull a crowd for this."
Fans can expect the show's pilot to air in August of this year, and if all goes well, the Michael "Wippa" Wipfli-produced show will be picked up for a full season in 2020.
