As with so much ITV reality telly these days, Celebair sounds like that weird dream you had when you flew to Tenerife and Noel Edmunds was the hostess and Brian Conley slid down the inflatable escape slide. The show - they assure me - is real, and will see 12 celebrities take on roles such as cabin crew, check-in staff and complaints handlers. Airline Monarch may be lending one of their planes to the channel for filming, and actual tourists will be taken to holiday destinations. There will even be a ticketing website and all that. Set for screening this autumn, Celebair is being sold as a celebrity version of ITV docusoap Airline. The star employee will receive a cash sum for a charity of their choice. Unfortunately celebs won't get to pilot the plane.

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