Dishy air steward Ian Richardson has been cutting back on the duty free in a bid to become Britain's sexiest man.

His bid for stardom started when he was approached by a television producer while dancing at a Brighton club.

The week-long live Carlton TV series will ask viewers to vote for the most desirable fitness instructors, firefighters, doctors and nurses, teachers, builders plumbers and airline crew.

Since getting through the gruelling auditions, where he had to strip down to his swimming trunks and dance, Ian has gone on a crash diet, joined a gym, stopped drinking and cut down on his smoking.

The 30-year-old, of Queen's Park Road, Brighton, said: "I don't consider myself sexy. It seems ridiculous to me that I've got this far. I'm just plain old me."

Ian will be one of five cabin crew interviewed by presenters Michael Greco, who played Beppe di Marco in Eastenders, and former Atomic Kitten star Kerry McFadden on ITV1 on Wednesday at 10.30pm.