She’s been a much-loved face on This Morning since 2019, but following Phillip Schofield’s departure in May, Josie Gibson’s popularity catapulted almost overnight to earn her the title of daytime TV’s new golden girl.
And last week, TV bosses at ITV and the BBC went head-to-head in a battle to win over the rising star for two of their biggest shows – ITV’s I’m A Celebrity… Get Me Out Of Here! and BBC’s Strictly Come Dancing.
A source has since revealed that Josie, 38, has now signed a six-figure deal – a number usually reserved for the show’s biggest stars – with ITV to enter the jungle later this year.
A source says, “She’s incredibly down-to-earth and seems to strike a chord with people at home. Plus [ITV bosses] are confident Josie will bring the laughs to I’m A Celebrity!, as she already does on This Morning. For all those reasons they were hell-bent on getting her. And if she was lured by the glitter of Strictly, they weren’t going to let her go without a fight.”
But while her latest deal marks a huge turning point in the career of single mum Josie – who first found fame when she won Big Brother back in 2010 – a source says that the Bristol-born presenter has felt out of her depth.
And after growing close to her This Morning co-star Holly Willoughby over the last two months, the insider reveals how the show’s former golden girl has proved a huge support to Josie – despite her swooping in and unwittingly stealing her crown.
The source says, “Although it’s been a stressful time for everyone on This Morning, Josie feels really glad to have had the opportunity to get closer to Holly both personally and professionally.
“Josie is naturally warm and kind, and she’s been a rock for Holly – constantly offering her a shoulder to cry on over the past few months since the Phillip Schofield scandal emerged, and Holly is giving Josie the same type of support.
“Josie has found herself as a real breakout star on the show and being in a bidding war between ITV and the BBC has been exciting, but also overwhelming. She’s really been leaning on Holly throughout it all, who has been giving her some sage advice.”
While Holly, 42, found herself in the midst of the public scandal surrounding Phillip’s affair with a much younger male colleague, Josie also played a significant role when she temporarily took over his place next to Holly in the This Morning studio after his shock resignation.
Following Holly’s emotional speech on her return to the daytime show that she had been presenting alongside Phil since 2009, Josie was filmed holding Holly’s hand before telling her, “Come here you, bring it in” and hugging her.
And now the source says that Holly is more than happy to return Josie’s kindness by offering her support and guidance at a time when Josie has been experiencing a wobble over being faced with such a life-changing decision.
The source adds, “They have something of a pact to look out for one another and make sure they’re both being treated with the respect they deserve.”
And while a source recently told Closer how Josie is “clinging on to every opportunity that comes her way” during this golden time in her career, joining I’m A Celebrity! would force her to spend a month away from her four-year-old son, Reggie – who Josie has been inseparable from following her split from partner Terry in 2018. Josie knows that she can turn to Holly for advice about this as she had to do the same when she flew out to present I’m A Celebrity! to fill in for Ant McPartlin in 2018.
The insider says, “Holly knows how heartbreaking it is to have to leave your family behind, but has reassured Josie that she can get through it.
“They’re really there for each other even though they’re from very different backgrounds and in the past Josie had been quite intimidated by Holly as she always saw her as the golden girl at ITV – but they’ve found common ground together and formed a close bond this year.”
And while Josie will be away for up to a month around November, when the show normally airs, the source says Holly is determined to help her friend become a permanent fixture at This Morning.
They add, “Holly’s plan is to steady the ship at This Morning as much as she can and she doesn’t want Josie to go anywhere.
“She feels Josie is someone who can really help her turn the show around, and winning fans while in the jungle would only boost ratings – something big bosses are desperately trying to do.
“Josie is a familiar face and viewers trust her – and Holly does too. She will often put herself down or think that she doesn’t deserve her position, but Holly is telling her to grab it with both hands and shoot for the stars.”