End of stars 'golden deals'

In the past, bidding wars with the BBC meant popular figures such as Sarah Lancashire were showered with money. But ITV's director of programmes, Nigel Pickard, has revealed that its two remaining exclusive deals with Martin and Ross Kemp - both former EastEnders stars - will not be renewed.

Martin Kemp was on £1million a year, while Ross Kemp earned £1.5 million. But the former's drama Family was pulled from peak-time schedules and the latter's SAS show, Ultimate Force, has had disappointing ratings.

When Coronation Street actress Lancashire signed a £1.3million deal in 2000, drama controller Nick Elliott said it was his "best buy" in 40 years. She had early success with dramas Back Home and My Fragile Heart, but The Glass and The Cry were flops. She rejected an offer to renew her contract in 2002 and she turned down the chance to appear in Life Begins, now a major hit.

The Independent Television Commission said in 2002 that ITV had a "heavy reliance" on dramas starring contracted stars such as Ross Kemp that "did not perform particularly well". Today, Pickard denied that either Kemp had been axed and said he was continuing to talk to both actors about future projects.

He added that stars such as Ant and Dec, Martin Clunes of William and Mary and Booze Cruise, and Caroline Quentin of Life Begins had so much work at ITV they would not have time to appear on rival channels.

He said: "That's the best way of using these guys. Offer them good shows and they want to work for us."