Saturday 2 July 2022 10:27 PM BBC hands Holly Willoughby new series of reality shows as it bids to lure her ... trends now

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The BBC is to sign Holly Willoughby to present another series of the reality show Freeze The Fear With Wim Hof as part of its bid to poach her from ITV.

Bosses are desperate to entice the 41-year-old over to front entertainment shows – including big Saturday night programmes ‘of a Generation Game nature’ – in return for a seven-figure pay packet, according to Corporation sources.

As part of the plan, they have wasted no time in setting up talks about her presenting a second season of the programme she fronted alongside comedian Lee Mack.

Miss Willoughby – one of the anchors on ITV’s popular daytime show This Morning – is understood to have ‘hugely enjoyed’ working on Freeze The Fear, which followed eight celebrities in a once-in-a-lifetime adventure in the Italian mountains in sub-zero conditions.