Carol Vorderman is being lined up to appear on 'I'm A Celebrity... Get Me Out Of Here!'.
The 55-year-old former 'Countdown' star is in talks with ITV bosses and is expected to be offered a six-figure sum to take part in the tough reality show later this year, and see her as the ''brains'' of the camp, as well as drawing in male viewers with her ''sex appeal''.
An insider told The Sun newspaper: ''She is well-known and still carries a lot of sex appeal.
''ITV chiefs are also hoping that she will be the brains of the camp. She's a TV legend and they're prepared to splash the cash to land her.''
As well as Carol, other names in the frame for this year's show include former footballer Robbie Savage, actress Helen Lederer and model Lisa Snowdon.
Bosses were said to be particularly thrilled by signing Lisa - who previously dated George Clooney - up for the contest.
A source said recently: ''Lisa is a great signing for us. She will certainly look great in a bikini in that jungle shower. She's very much an action girl and she will have plenty of stories to tell.''
'Red Dwarf' actor Craig Charles is also rumoured to be returning to the programme.
He previously spent four days in the jungle two years ago but his stint was cut short after his brother Dean tragically died from a heart attack.
A source said recently: ''The producers are eager to get Craig back in the jungle after he had to sadly leave so early on in the run two years ago because of his brother's death. He was a popular camp mate in the short time he was in and bosses know he would have been a great contestant if he'd stayed on the show.
''They know that he was enjoying getting into camp life but sadly, due to circumstances beyond his control, he was forced to leave and go home to his family. They wanted to get him back on the show last year but he was already committed to filming new episodes of 'Red Dwarf.' ''
And the former 'Coronation Street' star may not be the only previous contestant to make a return to the outback as Spencer Matthews is also in the rumoured line up.
The 'Made in Chelsea' hunk joined the show last year but was forced to leave just a few days into his stint after producers found out he was taking steroids.