Vernon Kay is close to signing a new deal to become the face of daytime television for ITV.
The presenter was rumoured to be in line to replace Sir Bruce Forsyth on BBC’s ‘Strictly Come Dancing’, but bosses have done all they can to keep him on the channel.
An insider told the Sunday People newspaper: "Vernon is one of the key stars on the channel and they want him to have more airtime.
"He is adored by viewers and is fast establishing himself as one of a handful of top entertainment presenters.
"It will be a quiz show and he will be extending his current job within ITV so it will be more work for him – and a nice sum of money too."
His latest game show has already had a pilot filmed, and bosses expect it to turn him into the "king of the daytime".
The source added: "The pilot went really well and now everyone is looking forward to the new series.
"He will undoubtedly become the king of the daytime television."
However, Vernon has admitted in the past he would have loved the opportunity to replace Bruce on ‘Strictly’.
He previously said: "That question always makes me laugh. When someone says, ‘Would you like to co-host the most successful show on British TV at the moment’, who is going to say no?
"What idiot is going to say, ‘I do not want to host a Saturday night prime-time show on the BBC that averages 11.5million viewers a week?’ "
Vernon Kay to sign new ITV deal
