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Prue Leith tells reluctant Great British Bake Off fans to SKIP ads on Channel 4 version

Paul Hollywood's new co-judge gave a hint to staunch supporters of the BBC version

The Great British Bake Off 2017 judge Prue Leith

New Great British Bake Off 2017 judge Prue Leith has risked the wrath of her Channel 4 bosses - by advising reluctant viewers to FAST FORWARD through the adverts.

Although the vast majority of TV channels are ad-supported, some fans of the BBC's Bake Off are still complaining that the show will be interrupted by commercials when it arrives on Channel 4 next Tuesday at 8.00pm.

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Having reportedly spent £75million on a three-year format deal, the broadcaster is aiming to sell ad space at a premium.

So chiefs probably weren't pleased to hear that Prue undermined their efforts during a press launch for the new series.

The cookery guru suggested staunch BBC supporters might find C4's version more enjoyable if they record it and SKIP adverts.

The Telegraph quotes Prue as saying: "I want to comfort some people who might think, ‘Oh, I don’t want to go to Channel 4 because I don’t want to have the ads’.

"You don’t have to watch it in real time, do you?"

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According to the Beeb itself, C4's chief creative officer Jay Hunt jokingly put her head in her hands after hearing Prue's comments.

Jay, who also attended the event, said she makes "no apology" for the fact that Bake Off now has ads.

However, she insisted that they will be placed carefully so the flow of the programme remains "quite seamless".

"We need to be really careful that audiences go with the programme and they’re comfortable watching it and [adverts] are not a distraction," she commented.

"But we are a commercial broadcaster and we do need to pay for shows like Bake Off. We’ve been very, very careful about thinking where the ad breaks sit."

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C4 has extended Bake Off's episode running time from 60 to 75 minutes, meaning producers have not had to cut any features from the show to accommodate ads.

It was recently announced that Dr. Oetker and Lyle's Golden Syrup have agreed a double sponsorship deal for the new series.