Eamonn Holmes has reportedly turned down a big money offer to join Celebrity Big Brother.
The supposed £800,000 deal would have made TV host Eamonn the highest paid celebrity housemate ever.
However the newly crowned OBE is said to have rejected the offer.
A source told the Daily Star on Sunday newspaper: “Eamonn has turned down a number of offers over the years. This one is the biggest so far at £800,000. But no amount of money could tempt him.
"He’s said it isn’t about the money because he doesn’t need to earn more cash than he already does through his TV projects.
“Eamonn told producers he absolutely loves the show and is a committed viewer, but definitely doesn’t want to be a housemate.”
The daytime TV host has been asked to join the line up a number of times by show bosses.
But Eamonn previously revealed that wife and regular co-host Ruth Langsford had 'banned' him from the show.
This Morning presenter Eamonn told BANG! Showbiz earlier last year: “I know they do ask me in fairness but Ruth doesn’t allow it. She is like, ‘I don’t want people to see you with your hair standing on end, walking around the house in your underwear.’ She is very protective.”
"I keep getting asked to do Celebrity Big Brother," Eamonn said, " And I say to Ruth, 'I don't think we can ignore this now.'
"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."
Celebrity Big Brother airs on Channel 5.