Adam Woodyatt will step down from his role as Ian Beale on EastEnders following his stint on I'm A Celebrity this month, according to reports.
The veteran soap star, 53, has played Ian since 1985 however is 'desperate' to leave the character in the past and hopes his time on I'm A Celebrity will 'open the minds of producers who might have previously only thought of him as Ian'.
A source told The Sun: 'He's excited by the prospect of showing the nation who the real Adam Woodyatt is.'
Moving on: Adam Woodyatt, 53, will step down from his role as Ian Beale on EastEnders following his stint on I'm A Celebrity this month, according to reports - stock image
They added: 'There are plenty of stars who've gone on to new things as a result of I'm A Celebrity.'
MailOnline has reached out to representatives for Adam, ITV and the BBC for comment.
The paper reports that Adam is 'desperate to pursue telly work beyond Ian', who he has played for 35 years.
This year's I'm A Celebrity starts on November 21.
Desperate: The veteran soap star has played Ian since 1985 however is 'desperate' to leave the character in the past (pictured on the soap in 2020)
Hopes: Adam hopes his time on I'm A Celebrity will 'open the minds of producers who might have previously only thought of him as Ian' (pictured on the soap in 2020)
It follows reports that the actor - who split from the mother of his two children, 56-year-old Beverley, last summer - has banked another quarter of a million pounds while his estranged wife experiences financial troubles.
Beverley was said to be furious when she learned he had signed up for I'm A Celebrity... Get Me Out Of Here! for a six figure sum.
He is said to have put £245,763 into his new firm which Beverley has no involvement in.
Adam earned the cash from acting jobs and put it into his company Caledfwlch, which is Welsh for King Arthur's sword Excalibur.
A source said: 'He's excited by the prospect of showing the nation who the real Adam Woodyatt is' (pictured on the soap in 2021)
They added: 'There are plenty of stars who've gone on to new things as a result of I'm A Celebrity' (pictured on the soap in 2021)
A friend of the former couple said: 'Bev was amazed when she was told about the money. She has no idea what it is or where it is from.'
'Bev is in a good place at the moment but does need the divorce settled as soon as possible to move on.'
Beverley and Adam parted ways last summer after 22 years of marriage,
