ITV bosses are reportedly close to agreeing a deal with Simon Cowell which will see The X Factor remain on TV in the near future.
The upcoming tenth series is the last covered by the broadcaster's current three-year contract for the show - signed in 2010 - leading to rumours that the show would be canned as its ratings continue to erode.
However, The Mirror claims today that ITV's chief executive Adam Crozier is confident that the talent show will continue to be a fixture for a long time to come.
They quote Crozier as saying: "It is going to be around for quite some time. It remains a very important programme for ITV. We’ve got to make sure we improve it and get it right.
"Funnily enough, we did the same with I’m A Celebrity, which dipped a little bit two years ago, and it has been back stronger than ever.
"It is perfectly possible to do it. All these shows need a bit of love and attention and for things to change to keep people interested."
The renewal is also likely to include sister show Britain's Got Talent, with the recent seventh series being the last one covered by the existing agreement.
Its grand final was recently revealed to be the highest rating show of 2013 so far, with over 12million tuning in to see Attraction being crowned the winners.
The X Factor returns to our screens in the autumn.