Michael Grade who yesterday jumped ship from BBC to ITV was today, his first day in his new job, unveiling an initiative to get the ailing commercial broadcaster back on the up and up.
Grade has come up with a new format reality show to be hosted by Ant and Dec called "I used to be a celebrity, how much do I have to pay to get in there?"
Grade told The Spoof:
"There are so many B, C & D-list Celebs out there on the downward spiral to oblivion, that there's money to be made fleecing them and selling the dream that an appearance on the show will see them elevated back up to A-list status.
"We run the show 52 weeks per year and the money generated from the mugs paying us to participate plus premium-rate phone-in revenue generated will see us back in clover"
Dec was unavailable for comment today but Ant said:
"Why aye man pet! It's a reet canny idea and ah love it man pet!"
Grade sealed the certain success of the show by confirming that Davina McCall will not have the slightest chance to get within a million miles of the set