I'm a Celebrity could stay in Wales after millions have been tuning in to see the action taking place at Conwy's Gwrych Castle.
The show, hosted by Ant and Dec, moved to Wales from Australia due to travel restrictions caused by the coronavirus pandemic, but the show has continued to pull in huge ratings with up to 12 million people regularly tuning in.
Now ITV boss Richard Cowles said the show could remain in its new Welsh castle setting next year.
He said: “Australia has been I’m A Celebrity’s natural home and the Welsh version was born out of necessity rather than choice, but we’ve learned a lot and so maybe there is a UK incarnation of the show.
“We will look at what being in Wales means for the format going forward. Is it something we would want to do again, or do we want to return to Australia?”
Speaking to TV industry magazine Broadcast, he added: “It has been a different [type of show] because the environment is different, but it is absolutely as good as ever in terms of what audiences see on screen.”
Cowles also revealed that the new version had interested other TV channels around the world as it was cheaper to make. It means there may be new versions of the show filmed in the coming year.
He said: “Making the show in Australia is beyond the finances of some broadcasters so the idea of being able to make it in a castle in Europe has proved to be quite an interesting prospect for some.”
The show celebrated its 20th series this year and plans are already beginning for next year as some celebrities are signed up and sworn to secrecy from as early as February.