Holly Willoughby has been plotting her comeback in the last few months in a bid to steal back her TV crown.

The former This Morning presenter, 44, has been quietly developing a 'multi-strand programme for digital platforms' following a tricky few years.

Having been the darling of mainstream television for many years, Holly is now attempting to do something no one has ever done before.

The exciting new move that demonstrates changing media landscape has seen Holly redefine as an influencer to her 8.1million Instagram followers.

In an attempt to modernise her name, Holly has tried her hand at viral social media challenges, brand deals and keeping up to date with sharing candid snaps.

Her influencer era ties in perfectly with her lifestyle and wellness brand Wylde Moon, which has been her main focus following the scandals that surrounded her. 

Last October, Holly filmed an Instagram Reel and attempted the viral sushi-face mask challenge for her brand deal with Garnier.

The challenge saw thousands of influencers and fans use chopsticks to eat sushi while wearing a face mask.

She captioned her post: '#AD Trying the sushi sheet mask challenge @garnieruk sheet mask discovery set is back in stock 5 face and eye masks infused with Hyaluronic Acid 

'Shop today on @amazonuk and enjoy HUGE deals for Amazon Prime Day #skincare… Love a face mask!!!' 

As well as keeping up with trends to gain followers, Holly has been sharing candid snaps of her everyday life including lavish getaways, casual dog walks and sizzling mirror selfies.

Even after she collided with a moped rider, who was left with a broken neck and toe last year, Holly made sure to promote her perfume.

The aspiring influencer posted a series of promotional images for her Wylde Moon brand which experts claimed was likely to have been an unfortunate social media screw-up.

There was no suggestion of wrongdoing on Holly's part, and the post is likely to have been scheduled in advance to be published on her social media profile in line with the promotional offer.

Her choice to redefine as an influencer is to coincide with her new project. 

The Mail on Sunday revealed this week that she has decided to go it alone and is quietly working on a project that will see her produce her own show – as well as host it. 

She is working with her husband Dan Baldwin's production company Hungry Bear to develop a 'multi-strand programme for digital platforms' in a move she is said to be 'thrilled and excited' about. 

A source close to Holly revealed: 'The television industry has changed significantly in recent years. It is nothing like it used to be so it feels like a good time for Holly to do something a little bit different. 

'It's a new format, something completely new, modern and progressive. It's not a podcast. It's not something that anyone has done before.

'She'll be at the centre of things both in front of and behind the scenes. Holly is loving developing the format with a small team.'

Holly faced a turbulent few years in her career.

Her Netflix show Celebrity Bear Hunt was axed after just one series following claims that it was too expensive to produce.

It came just months after Dancing On Ice was axed. She also decided to step down from presenting duties on You Bet!

Holly has largely been off our screens since she left This Morning in October 2023 after she was told a former security guard had planned to kidnap, rape and murder her.

The sickening crime came just months after she fell out with co-presenter and friend, Phillip Schofield.

Last year, Holly was in huge demand for the reboot of classic series Record Breakers, which her TV producer husband Dan was working on.

A source told the The Sun that Holly would be the 'perfect fit' for the show, which at present is in its early stages and currently does not have a channel attached. 

They explained: 'Record Breakers is likely to be a prime time hit and it would make perfect sense for Holly to take the reins. She has worked alongside Dan before and the pair know what it takes to make great telly.'

Holly was also been linked to the revival of Cilla Black's Blind Date, alongside the likes of Claudia Winkleman and Davina McCall. 

Originally, rumours suggested the ITV hit would make a comeback on BBC but now sources claim the love-match show will reboot on Disney+. 

Holly was also tipped to become the next Cilla, with the presenter lining up a string of big-money deals worth up to £10million. 

The revival was previously being considered by Holly's husband Dan, and the star had previously stepped into Cilla's shoes when she hosted a reboot of Surprise Surprise.

An insider told The Sun at the time: 'There might not sound like obvious parallels between Holly and Cilla, but they're both two of the biggest stars of modern telly.

'Emulating Cilla isn't just about taking on her shows, it's as much about carving out a niche as a solo presenter with serious clout in the world of telly.

'But together with her husband Dan, they form the ultimate power couple in TV. She has the public appeal that gets viewers tuning in, while he has a track record of making hugely successful TV shows.'