That would have been a much better idea for this show; and I feel it’s what a lot of people were expecting.
That was what it originally was. There's even concept art:
Imagine how fun such a show would be. Doctor Who, but with the actually good Cosmic Marvel lore. I watched DW for decades, I've got 1K+ into dolls, and I still don't like a single thing beyond the Doctor and the TARDIS. I don't know anything about the lore, I don't care for the Sontarans or whatever else. Daleks and Cybermen are the extent of my DW "knowledge". So "Marvel Doctor Who" is something that I feel would've been pretty great (yeah I know there are actual Marvel DW from the Marvel UK days but you get my point). Loki trekking through the Nine Realms, getting visits from obscure characters like Death's Hard and Orgo, time travelling in major events and eras. He could pick up companions like the Doctor, have some mini-arcs, and generally be a "side-show" of sorts, coming out every 2 years or so, with a tight, fun new season. It could be a chance to explore all the D-Z List properties that would never get adapted. The old Marvel Monsters, one-off alien civilizations like The Stark (yeah, they're named after that Stark), with some fun background dressing featuring the Novas and whatever else. All of those inside a primarily fun time travelling show.
And of course we'd have the over-arching Kang plot, with multiple people playing various incarnations of Kang, under aliases and pseudonyms so that you'd never know who was who, appearing in each season until the big finale, which would lead into the MCU's ending, a proper Secret Wars adaptation 10-12 years from now. Charles Dance or Peter Capaldi as Immortus, being the mysterious guide. Mark Strong as the main Kang, plotting behind the scenes, with his first appearance being a Pharaoh in the inevitable Ancient Egypt episode/arc. A blonde woman who'd later be revealed as a Variant Sue Storm like the Ultimate line. A young up-and-commer as Iron Lad, maybe given a Stark surname to throw people off the hook (I always thought that since it's debated that he's a descendant of Richards and/or Doom, they should've thrown Stark into the mix too, especially with Arno around), until he's revealed as just the younger version of Mark Strong's Kang. They could even do an adaptation of Hickman's SHIELD down the line, after the X-Men and FF had been introduced, with characters such as Newton and Da Vinci being seeded in previous seasons, until we got the reveal of the Brotherhood, with Howard Stark and Nathaniel Richards joining the cast. A tie-in with Moon Knight and Apocalypse. Rama-Tut and Immortus fighting at the end of time as Loki, Howard and Nathaniel alongside the Brotherhood try to stop Newton from tearing reality apart. All the endless possibilities!
Instead we got what we got. And while I enjoyed it the most out of all the MCU shows due to Hiddleston and Wilson, it still remains a missed opportunity for me. It's just that the rest were so, so bad. Moon Knight had great performances and some cool set-pieces, but the whole thing was such a letdown and entirely unlike the MK I knew, stuck in a fairly typical drama. I don't even consider it an MK show, honestly. I'll get a Mr. Knight dolly at some point and that'll be it. Then there's WandaVision that again had some good performances but I got tired of it early on. So "Loki", between the Loki/Mobius and Loki/Sylvie chemistry, the fun set pieces and the grander scales (I am a fan of Space Operas in general), is my favourite of the bunch, disappointments aside.
Oh, and we also almost got a more comic accurate Immortus, before we ended up with Dreamworks Clown Kang:
I'll never stop seething about this. I hate him with the force of a million exploding suns. It pisses me off more than any time I've been cheated, embarassed or generally lost. And I am absolutely not kidding. For the next 4 years I'll mention it constantly. In every post relating to the wider Multiverse Saga. With every tangiably related thing, I'll grab the opportunity and seethe about him. With some luck maybe Chaos Magick will work, Dreamworks Clown Kang will get a stroke, and I'll get an actually good version of the character. Yes, I am the kind of person that would wish ill upon somebody in order to get a dolly. And I am not ashamed of it!
Kidding aside (or am I ?!), we'll never get either of these things, so the MCU continues being a thing that could be pretty great in theory, but is wholly disappointing in practise...
One day I'll become God Emperor, buy Marvel, grab the DC stuff I like, create my own comic book universe, and make the funnybook adaptations I've always dreamed of.