Ant and Dec are in talks to sell off their production company to ITV.
The presenting duo's Gallowgate Productions - which owns the rights to a series of hit shows presented by the pair including 'Push The Button' and 'Saturday Night Takeaway' - is thought to be worth up to £10 million if they remain involved with the successful shows.
A production firm boss said: "The rights to the shows alone are worth a decent whack. But if you can tie Ant and Dec in, that raises the value and makes it a very tempting sale."
An ITV source revealed the broadcaster - which already transmits the pair's hit shows - is keen to own the rights to the programmes to keep them on the channel.
The source explained to The Sun newspaper: "This deal has been talked about for months. Buying Gallowgate would give ITV a tighter control of their big shows. 'Push The Button' has established itself as a decent Saturday show so it would made sense for ITV to own it. Likewise Galloway owns 'Saturday Night Takeaway' which the lads have said will come back."