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Radio host Nick Ferrari withdrew from discussions with ITV about appearing on I'm a Celebrity after his LBC bosses promised to equal his potential jungle earnings.

The broadcaster, who regularly appears on This Morning, had been courted by programme executives in what insiders described as "really productive conversations."

However, sources suggest that when Ferrari informed his employers at Global about the opportunity, they urged him to reconsider.

A source revealed: "They pledged to match any fee he was set to receive as they consider him such a vital and well-loved part of the LBC schedule."

The 66 year old was initially connected to the popular ITV programme at the end of September, with mounting speculation about his participation in recent weeks, reports the Mi

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