ITV bosses are working on a series of new game show projects for Alison Hammond in a bid to lock her into the channel.
Sources tonight confirmed chiefs are looking at other light entertainment options for the 48-year-old away from the This Morning sofa.
It comes amid fears Holly Willoughby, 42, could turn her focus to the BBC amid the crisis Phillip Schofield triggered at the channel.
We revealed last week that Beeb bosses had reached out to Holly.
One source said: “ITV bosses want to cut a new deal with Alison. They are seriously worried about Holly talking to the BBC and fear she could be next.
“She is incredibly popular and is perceived as very honest – which is worth a lot following Phillip’s admission that he lied to everyone.”
Alison, who first found fame on Big Brother, was confirmed as Matt Lucas’s replacement on The Great British Bake Off earlier this year.
She will co-host the show, which comes under Channel 4 ’s factual arm, alongside The Mighty Boosh star Noel Fielding. The source said: “While Bake Off is factual, ITV don’t want to see Alison working on entertainment formats with any other channel.
“They want to lock her in, and there has even been talk of a golden handcuffs deal solely for entertainment shows with ITV.
“That kind of deal could see her land a salary worth as much as £500,000 a year – but there currently no plans in place for that.”
Holly’s return to the ITV sofa on Monday – her first time back on This Morning since co-host Phillip’s shock exit – saw her make an emotional statement to camera. But it drew a mixed response, with some, including Amanda Holden, mocking her opening question to viewers: “Are you OK?”
Tuesday also saw ITV group director Magnus Brooke appear at a hearing of the Culture, Media and Sport committee, where he laid into This Morning editor Martin Frizell for “ill-judged” comments to the media in the wake of the Schofield scandal.
This week, ITV boss Carolyn McCall will appear before the same committee.
