The BBC is reportedly eyeing This Morning star Alison Hammond for a rival show, offering her a lucrative deal to lure her away from ITV. The proposal includes a daytime programme that would compete directly with This Morning, as well as a travel show.

Currently, Hammond co-hosts the ITV programme part-time alongside Dermot O’Leary. However, the BBC has already secured her for a celebrity interview series called “Alison Hammond’s Big Weekend,” where she spends 48 hours with a star to immerse herself in their world.

The BBC is now looking to expand her role with two new shows. According to a TV insider who spoke with The Sun, this move could present a significant challenge for ITV. “This is a continuing nightmare for ITV as Alison is seen by them as one of their biggest stars — but she’s increasingly working for their rivals,” the insider said. “The travel show is the latest tempting offer she’s taken up with BBC execs revelling in the fact they can put it head-to-head with This Morning.”

The new travel show, titled “Florida Unpacked,” will focus on the popular U.S. state. Filming for the first run of episodes is set to begin next month and will continue until September.

Alison Hammond, who rose to fame after appearing on Big Brother in 2002, has become a beloved television personality, also starring in shows like “For The Love Of Dogs.

With these new opportunities, she could soon be a prominent face on both ITV and BBC, creating a unique situation where she might be seen hosting competing shows simultaneously.