Harry Hill is reportedly in negotiations about taking his hit ITV1 show TV Burp to Sky.
The deal could be worth £3 million a year to Hill, but moving to a digital channel would greatly reduce his audience of seven million.
But Hill’s ITV contract expires in April, and reports of other offers could prove useful as bargaining chips – especially at a time when ITV is looking to make cuts.
His agents, Avalon, will have already noted that Hill topped a poll as the viewers’ favourite to replace Jonathan Ross in his Friday night BBC1 slot.
News of Hill’s negotiations were first reported in The Sun, part of the Rupert Murdochs NewsCorp, which also owns Sky.
The satellite broadcaster has been openly trying to poach Hill since early last year.