THAT annual dose of star-baiting “I’m A Celebrity … Get Me Out Of Here!” is back on our TV screens and just guess who is joining the jungle after a week.

Yes, it is that shy, retiring type Katie Price, the former glamour girl Jordan.

She is the first so-called celeb to go back into the programme after famously hooking up with singer Peter Andre there a couple of years ago, and so capturing the public imagination that she has seldom been off the screen and out of the headlines since.

Naturally in this world of microwaved relationships, that marriage is now over with all the recriminations inevitable if you are going to keep selling the brand to a jaded public.

And Peter Andre appears to have come out of it the better, anyway, with a genuine interest in the children involved. (If he parachutes into camp in the next two weeks, strike that last thought.) Katie has gone to America first for some pre-show hype and to get her expensive hair extensions re-done, as you do. But, sorry, but I find the whole business totally unsavoury.

Forget for a minute, if you can, that she has gone off leaving her children, in particular her disabled son Harvey who has been suffering from swine flu.

Unlike the others taking part, she knows exactly what is in store for her with no illusions, and yet she is prepared to undergo the deprivations and humiliation in the name of fame.

It all smacks of desperation and if she thinks this cynical ploy will actually improve her image, she may have a bit of a shock coming.