Britain's Got Talent boss Simon Cowell has said that he expects it to remain a fixture in the TV schedules after this year.
The seventh series - which hits our screens this weekend - is the last covered by ITV's current deal for the rights to Cowell's main talent contests, which runs out at the end of this year.
But when asked if this means it will be the last run at a press conference yesterday, the 53-year-old media mogul quickly rubbished the idea.
"Last year, I think it was the biggest show in the UK," he said. "This season the producers have done an amazing job, so I would put a pretty good bet this won't be the last series."
"What a stupid question!" added the show's longest-serving judge Amanda Holden.
Britain's Got Talent returns this Saturday at 7.00pm, when viewers will see Simon join an act on stage for the first time ever.