Adam Woodyatt could reportedly quit EastEnders "for good" if his stint on I'm A Celebrity... Get Me Out Of Here! proves to be successful.
The 53-year-old has played the hapless Ian Beale on the BBC soap since its first ever episode in February 1985 but took an extended break at the end of 2020 in order to appear in a play touring the UK.
The play's popularity has led to its run being extended into spring 2022, however, giving Woodyatt the opportunity to fit in an appearance on I'm A Celebrity.
The actor had been expected to return to EastEnders in the second half of 2022, but according to The Sun, he may now decide to leave the show permanently.
"He's excited by the prospect of showing the nation who the real Adam Woodyatt is," a source told the newspaper.
"He is optimistic it will open the minds of producers who might have previously only thought of him as Ian.
"And there are plenty of stars who've gone on to new things as a result of I'm A Celebrity."
The new series of I'm A Celebrity begins on ITV on Sunday, November 21,