Stars of the 'Great British Bake Off' will be able to "name their price" with the show's contract set to come up for renewal.
The BBC's three-year deal with the show comes to an end at the conclusion of next year's series, meaning the likes of Paul Hollywood and Mary Berry will be in position to ask for a substantial increase on their current deals, which are reportedly worth around £500,000 per series.
A source at an unnamed rival channel said: "'Bake Off' is the hottest show on TV by miles - it's worth at least £20 million to a broadcaster and everyone would love it on their channel.
"So Paul and Mary can name their price when it comes to sorting out their new contract."
The BBC's efforts to renew the deal are complicated by the fact that the firm behind the show, Love Production, was bought last year by rival Sky.
A TV insider told the Sunday Mirror newspaper: "Sky is one of Britain's most successful businesses for a reason.
"Clearly they've spotted the success of Love, and 'The Great British Bake Off' is the biggest part of that - so they'll be expecting a significant return on their very large investment."