Nigella, a former journalist who came to fame with her Channel 4 series 'Nigella Bites', had been expected to depart the UK for the US, where she has also been a big hit with a New York Times column and a TV series called 'Forever Summer'. Her book 'Nigella Bites' has also been published in the US.
The deal is part of of ITV's efforts to improve its daytime schedule and signing Nigella is seen as a major coup for ITV, according to a source quoted by the Sunday Mirror.
ITV is giving its ITV1 schedule a radical overhaul, with a £50m investment in 20 programmes, supported by an outdoor and online campaign worth more than £1m. The line-up has been rebranded ITV Day to change viewers' perception of daytime fare. The new ITV Day identity was created by Bruce Dunlop & Associates and spearheads a raft of new programming including 'Mum's on Strike', 'The People's Court' and 'Baby House'.
In her new show, Nigella will not be straying too far from her home turf. Her interviews with celebs will focus on food and cookery as well as make-up and parenting.
It is understood the deal with Nigella has come following a decision not to move to the States because of her children, by late husband John Diamond, and new husband Charles Saatchi.
It is believed the series will initially run for five weeks, giving Nigella a £100,000-a-week deal. The Mirror says that if the show, which will run in the mid-afternoon from early June, is successful, Nigella will be back with a £20,000-a-week contract.
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