Phillip Schofield is to broadcast for 24 hours non-stop to raise money for charity.
The TV presenter will host a number of shows starting with ‘The Morning’ on December 1 and then doing a full day of hosting, minus toilet breaks, to generate cash for ITV’s annual charity appeal Text Santa – and he is said to be "raring to go" for the challenge.
An ITV insider told The Sun newspaper: "The details are still being worked out but Phillip will be on screen live for 24 hours non-stop — minus toilet breaks.
"He’s not quite sure how he’s going to physically manage it yet but it’s all for a good cause and he’s raring to go."
This comes after Chris Moyles and his former Radio 1 team raised more than £2 million for Comic Relief when they hosted a show for 52-hours.
After reaching their 50-hour target in March 2011, Chris said: "We’re going to carry on for another two hours. Why? I have no idea."
Several TV presenters have also endured marathon stints in front of the camera, such as David Dimbleby, who put in an 18-hour shift during the May 2010 general election while presenting BBC One’s coverage of the event.
Kay Burley put in a 13-and-a-half hour presenting shift while Duchess Catherine was giving birth to Prince George last July.
She was said to have spent a huge 36 hours filling live TV while standing outside St Mary’s Hospital in Paddington, west London, waiting to report on the royal baby news.