With its tent, tarts and gentle innuendo, The Great British Bake Off has been one of the BBC's most-loved TV shows of recent years.
But with only one series left in its contract to make the programme, Corporation bosses have admitted that it could be poached by one of its rivals.
Charlotte Moore, the BBC's new controller of television channels, has warned that TV chiefs cannot take 'anything for granted'.
Following ITV taking on The Voice from the BBC at the end of its contract to air the show, Miss Moore said: 'I'm sure [commercial rivals] would love Bake Off but it's a big part of BBC One.
She added: 'I don't take anything for granted, but I think the programme-makers like to be on BBC One. It is everything that BBC One should be about.'