Alan Titchmarsh is to host a prime-time gardening show on ITV to rival Gardeners’ World.
The two-year deal will earn the green-fingered star a reported £5million.
Alan’s earnings could be much higher, as ITV plans to launch Titchmarsh-branded products, which will be introduced to gardeners over five years.
The new programme may even go head-to-head with Gardeners’ World on Friday nights.
ITV, however, has not yet revealed if the programme will be filmed at Alan’s Hampshire garden, or when it will start.
The news will deal a blow to BBC2’s Gardeners’ World. In a bid to revive ratings, the Beeb has dropped Toby Buckland and Alys Fowler.
Instead, the new series will be fronted by Monty Don when it returns in March, broadcast from Monty’s Herefordshire home.
Alan’s two-year contract with ITV will see production firm Spun Gold broadcast four more series of his chat show, The Alan Titchmarsh Show, as well as a “new peak-time gardening and lifestyle series”.
Speaking as the deal was announced, Alan said his return to TV gardening was a “great opportunity” and one that he “relished”.
Former Ground Force presenter Alan said: “My greatest commitment has always been to the people at home who want reliable information put over in an easily accessible manner.”
ITV’s director of factual and daytime TV, Alison Sharman, said: “As a broadcaster, writer and horticulturist, Alan is a hugely popular and talented figure. I’m delighted we have agreed such an exciting deal to develop our relationship with Alan over the coming years.”
Director of programmes at Spun Gold TV, Nick Bullen, said: “Alan is undoubtedly one of the most trusted men in Britain and in his 30 years of broadcasting he has become not only the nation’s favourite gardener but one of its most popular TV presenters.”