Her cheeky sense of humour, megawatt smile and bubbly personality have made Alison Hammond a huge hit with This Morning viewers since taking over the Friday morning slot with co-host Dermot O’Leary last January.
While the duo reportedly endured off-screen tensions at first, they fast became fan favourites – taking up full-time presenting duties last month when studio stalwarts Holly Willoughby and Phillip Schofield headed off on their summer break before Alison and Dermot went off on their own holidays.
And while Holly – who’s been ITV’s golden girl since joining the daytime show in 2009 – has branched out to develop her wellness brand, Wylde Moon, insiders say Alison, 47, has been inundated with TV offers from producers trying to secure her for their next big show – including the return of reality pioneer Big Brother.
The controversial show is set to return to screens on ITV2 next year, and as she first found fame on the franchise back in 2002, a source reveals how Alison was top of producers’ lists to host the hotly-anticipated comeback.
But an insider tells Closer it’s sent the star into a panic over stepping on Holly’s toes.
Holly, 41, currently hosts This Morning and Dancing On Ice on ITV, and TV bosses have previously come under fire from fans for offering so many new opportunities to Holly, who is said to earn £730,000 a year from the channel alone.
The source says, “Alison is definitely ITV’s new queen of TV and while many are surprised Holly isn’t being lined up for the Big Brother job, it’s a no-brainer to give it to Alison.
“She’s been really shocked to be this in-demand at this stage of her career and ITV are determined for her to become their next big star, and they want to strike while the iron is hot. Everyone’s encouraging her to go for it and take a chance. Her team feel she’s completely unique and has a special quality that viewers love.
“But Alison is freaking out a bit behind the scenes. She doesn’t want to be accused of stepping on Holly’s toes. She’s afraid to bring anything up with her, even though she thinks Holly will be supportive – she’s too embarrassed.”
Closer has previously reported how Alison has struggled with balancing her new level of stardom with her private life, including the mystery new man she started dating earlier this year. But it hasn’t held her back at ITV, with the insider revealing how TV bigwigs are scrambling to secure a “golden handcuffs” deal with Alison.
The deal, which would forbid her from working for other channels without permission from ITV bosses, has been refused by Holly, who hosted game show Take Off With Bradley And Holly, alongside Bradley Walsh, and Freeze The Fear With Wim Hof, both for the BBC.
The source says, “ITV would love Alison to sign a golden handcuffs deal – it’s something they’ve been unable to get Holly to do.”
The idea of a binding contract could also be welcomed by Alison, as after working as a celebrity correspondent on the channel for almost a decade since 2003, the insider says she’s “genuinely terrified” at branching out, and fears risking it all for a show that could be a “ratings bomb”.
“Alison is worried about it because she thinks if Big Brother isn’t a hit, she could lose all that buzz around her, and wonders if she should stick to This Morning,” adds the source. “The show has been incredible for her – so the idea of branching out is scary. She doesn’t want to burn any bridges. Her pals have told her she’s earned her success and should believe in herself more.
“Alison knows TV is cut-throat and doesn’t want to make any enemies, especially not friends like Holly, but she has worked hard, so this would be a perfect full circle moment for her.”
‘There’ll always be competition – but they can both succeed’
Popular culture and brand expert, Nick Ede, believes Alison is a “great choice” for Big Brother, and says healthy competition will always be part of TV. He says, “I think Alison is a great choice to host Big Brother. The TV landscape has been saturated with the likes of Holly and Ant and Dec, but now we have some really great TV presenters who have become audience favourites.
“Holly and Alison are in very different lanes, but what is great about that is that while competition will always be there, they can both succeed by following their own paths.
“Holly wouldn’t be right for Big Brother, she hasn’t had that insight, but meanwhile she’s having her own success with the likes of Wim Hoff’s show and her new lifestyle brand.
“One of the reasons we love Alison is that she’s self-deprecating and has a vulnerability and goofiness about her. Big Brother would be a huge confidence boost for her and open her up to a whole new demographic of younger fans. It’s a really exciting prospect. I think we’ll see Alison in a different light, with a glam new look.”