Britain's Got Talent boss Simon Cowell has vowed to continue making the show until it has no viewers left - sort of.
At the press launch for its ninth series yesterday, a reporter asked the omnipresent media mogul what kind of ratings he's hoping it will attract this year.
"Well, obviously s**t ones," quipped fellow judge Amanda Holden.
Simon then jokingly suggested that the show could last for years even if the ratings tumble - although we're not so sure he was kidding.
"We want to do really badly. We’ll make this show until no-one watches," he laughed.
Answering seriously, he added: "Hopefully it’ll do better than last year. We’ll wait and see."
Britain's Got Talent continues to be one of ITV's top performers, with the last run averaging 9.81million viewers - 100k higher than the year before.
It's certainly in far better health than Cowell's other big format The X Factor, which last year averaged 8.61million viewers - almost 1million down on 2013.
At least one more series of BGT is guaranteed to air next year as part of the broadcaster's current contract with Cowell's company Syco.
Series 9 kicks off this Saturday at 8.00pm on ITV.