Paul O'Grady, the comedian behind Lily Savage, is to get his own daily ITV tea time chat show from October.
O'Grady currently stars in BBC bingo sitcom Eyes Down
O'Grady, who also stars in sitcom Eyes Down, will host an hour of "family entertainment with topical chat and celebrity guests", ITV says.
He impressed bosses guest hosting This Morning and Today with Des and Mel.
The programme will run against Richard and Judy on Channel 4. Granada daytime head Dianne Nelmes said the 5-6pm show would be "a great hit with viewers".
"He is one of our most exciting television stars and I'm thrilled he's doing this series for us," said Ms Nelmes, who launched This Morning for ITV - orginally presented by Richard Madeley and Judy Finnigan - in 1988.
He also hosted Blankety Blank as Lily Savage
O'Grady will not present the show in drag as his comedy alter-ego Lily Savage.
Granada entertainment controller Mark Wells said: "Paul is one of the funniest performers on television, and frankly he deserves to be on more than he currently is."
O'Grady has also previously presented game show Blankety Blank as Savage.