Channel 4's chances of landing Nadiya Hussain for its version of The Great British Bake Off appear to have been dashed today - as she has signed a new deal with the BBC.
However, Nadiya said she wasn't interested - and now she's backed that up by joining the BBC to develop new programmes.
While it isn't explicitly clear whether the deal includes exclusivity, she described the Beeb as her "home" in a statement.
"Since winning The Great British Bake Off I’ve been lucky to have had some amazing opportunities with the BBC," the 31-year-old commented.
"I believe that making it my home gives me the scope to work across such a unique range of diverse and interesting projects."
Charlotte Moore, Director of BBC Content, added: "Nadiya is exciting new talent and it’s been great watching her thrive creatively since she won Bake Off last year.
"She has a refreshingly authentic voice, great warmth and charisma and a natural ability to connect with audiences."
Bosses are planning to announce the first of Nadiya's new projects in the "near future". As part of the deal, she will also continue to contribute films to The One Show.
She recently appeared in her own two-part BBC One documentary, The Chronicles of Nadiya.
Bake Off will move to Channel 4 next year after the BBC lost the rights to the show. Paul Hollywood is the only member of the presenting team following it to its new home.
Rumours suggest that BBC bosses are planning to reunite Mel, Sue and Mary on a rival cooking show.