Peter Andre has been warned ITV2 will not enter a bidding war when his show's contract ends.
TV bosses are confident the singer-turned-presenter will remain with the channel when his programme 'Peter Andre: The Next Chapter' comes to an end in March, but they have reportedly warned him they will not be held to ransom if he is approached by rival stations.
An ITV source told the Daily Star newspaper: "Peter knows how much ITV has done for him. ITV was instrumental in launching his TV career and this is where he should be.
"Naturally others are going to be interested in him but we're not going to get involved in a dirty bidding war. That's just not our style."
The final series of Peter's show will start next month on ITV2, meaning the pop star will be free to sign up for another programme.
Rival stations including Channel Five are said to be trying to poach the TV hunk after five years contracted to ITV2.
Virgin Media - who broadcast his ex-wife Katie Price's show - are also said to want to put in a bid as Peter launches contract negotiations.