Big Brother fan Eamonn Holmes has revealed just why he won't be entering the Celebrity Big Brother house.
The newsreader has told how he has been the target of numerous offers from show bosses and wanted to take part in the reality series.
But wife and fellow telly presenter Ruth Langsford has told him it was 'not happening' after another invitation from Channel 5 to join the line up of this summer's run.
And the reason? Ruth doesn't want us viewers to catch an eyeful of Eamonn in his pants!
“I have been asked to do Celebrity Big Brother and I say to Ruth ‘I don’t think we can ignore this now'," Eamonn told the Daily Star newspaper this week. "She is like: ‘That is not happening. I am not having people see what you’re really like. You and your underwear.’
"It boils down to my underwear why I am not allowed to go on.”
Another series of Celebrity Big Brother is expected to start on Channel 5 around August, with a new run of 'civilian' Big Brother tipped to kick off as early as May.
Some other names tipped for CBB later this year have already included Gemma Collins.
The TOWIE star hinted that she'd like to enter the house and teased some 'top secret' offers following her brief but memorable appearance on I'm A Celebrity last year.