Sources at I'm A Celebrity, Get Me Out Of Here are predicting huge viewing figures thanks to Gillian McKeith's breakdowns.
And programme makers are apparently rubbing their hands with glee as the fragile nutritionist struggles to cope with life in the jungle.
I'm A Celeb producers have flown out comic Jenny Eclair to take over from McKeith if she leaves the show.
"This is absolutely ruddy ace," said a source. "To be quite honest, we thought it would all go tits up - you know, reality shows are hitting the skids.
"But Gillian being such a wimp is really boosting our ratings - brilliant!
"Of course we're worried about the state of her health - but just look at the viewers! They love it.
"Yes we monitor Gillian's condition - but wow! Those figures. Really brilliant!
"If we think she's in danger we'll whip her out of there and drop Jenny in. Just think of the figures!"