GO on, admit it, you’re hooked already, aren’t you?

You no doubt vowed not to bother with it this year, rationalising that there are far better ways to spend your time.

But then up pop Ant and Dec and you think, ‘well perhaps I’ll just watch the first one’ and bingo! Three weeks of your life are now spoken for.

Yep, I’m A Celebrity burst back on to the screens last night with arguably the most unusual line up so far.

And with the programme comes the obvious question. Why do they do it?

For some it’s clearly a career move — go on had you heard of Nicola McLean before last night?

But why would someone like Martina Navratilova be persuaded to spend days nibbling on kanagroo nethers?

The obvious answer is the money but it would take more than a few quid to persuade me to tuck into witchetty grubs.

Still we all know the best reality show is back.