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

The LBC presenter, who regularly features on This Morning, was courted by programme executives during what sources describe as "really productive conversations."

However, insiders suggest that when Ferrari informed his superiors at Global about the opportunity, they implored him to think again.

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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

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