The commercial network said Forsyth was always welcome to host its entertainment shows, denying tabloid reports he was to be dropped from its line-up because he was too old.

He has signed up to host two more series of The Price Is Right in 2000 and 2001, and his agent is still in talks with ITV about other shows, including another long-running gameshow Play Your Cards Right.

ITV director of programmes David Liddiment said: "With an entertainer as talented as Bruce, age simply does not come into it. He will have a place at ITV as long as he wants it.

"We are very happy with Bruce, and he is very happy with us."

Forsyth himself made light of The People newspaper's Save Our Brucie campaign, which it launched after it claimed the entertainer was being dropped.

"I'm delighted to be continuing with ITV. It's good to know that there would have been a life support if it had been needed," he said.

The London-born entertainer has been one of the UK's best-known TV personalities for over 40 years, although he started his showbusiness career at the age of 14 playing Boy Bruce, the Mighty Atom.

Big Break

He was spotted on stage at a summer show in Devon in 1958 and asked to join one of ITV's early hits, Sunday Night At The London Palladium, which made him into a national celebrity.

He is still best remembered for hosting the Generation Game on BBC One during the 1970s, and his career has also seen him take film and stage roles.

During the 1980s and 1990s his popularity has endured thanks to Play Your Cards Right, as well as revivals of the Generation Game and The Price Is Right.