Alison Hammond is said to be heading to Sky for her own show.
The popular This Morning presenter has reportedly been in the sights of Sky chiefs who hope to poach her away from ITV.
The news comes after the 47-year-old signed up for a regular spot on the BBC’s I Can See Your Voice.
She was also due to appear on an ITV reboot of Wheel of Fortune, but the project was reportedly scrapped.
Her popularity also saw her starring in the Sainsbury’s Christmas advert.
"It remains to be seen if This Morning bosses will give her a higher wage and a higher-profile role on the show to ensure she stays with them," a source told The Sun.
"If not, the Sky show is unlikely to be the last tempting offer she receives."
Hammonds This Morning co-star Dermot O’Leary recently spoke about his desire to keep their gig going.
"It’s a nice thing," he told the Christmas Episode of the podcast Dish.
"If someone said to me ‘you’re doing Fridays for the next 10 years’. I’d be over the moon. I love it."
A spokesman for This Morning previously said: “Despite the challenges of starting their on screen partnership during a pandemic, Alison and Dermot have developed a firm friendship and their chemistry has proved a ratings success.
"Since the pandemic ended, the pair are now able to enjoy socialising together post the show and have enjoyed spending time with each other’s families too."