THE BBC is ramping up its bid to poach presenter Alison Hammond from ITV by offering her a travel show.
It could even air the daytime programme head-to-head in the same slot as its rival’s This Morning, which she currently co-hosts part-time with Dermot O’Leary.
Beeb bosses have already got her signed up for celebrity interview series Alison Hammond’s Big Weekend, where she spends 48 hours with a star to get a deep insight into their world.
And the new travel show is the perfect job for Alison, 49, as she was a holiday rep before she had her first taste of fame as a contestant on Big Brother in 2002.
A TV insider said: “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 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.
“It could lead to the situation where Alison can be seen hosting the daytime magazine show on ITV while simultaneously being seen over on BBC One.”
The travel offering is called Florida Unpacked and it will focus on the US Sunshine State, but further series could be set elsewhere.
The first run of programmes is due to start filming next month and continue through to September, so is likely to air sometime next year.
As well as This Morning, Alison also hosts For the Love of Dogs for ITV as well as Channel 4’s Great British Bake Off.
She is also a regular panelist on Rob Beckett’s Smart TV on Sky.
The BBC did not to comment.