'Getting Pamela on the show is like winning the lottery for the network,' the insider explains.
'They expect her appearance will not only attract more viewers but generate world-wide headlines as she’ll no doubt have some stories to tell.'
However, it comes as no surprise that negotiations haven’t been easy.
'Pammy is supposed to go in with everyone else,' the source continues.
'However they’ve hit a bump in the road due to issues between her management and production. At this stage, the network are trying their best to meet her demands because they don’t have any other international star lined up yet.
'They also know if the show will be canned next year if they can’t get a big name on board so everything is riding on Pammy.'
According to the source, if things aren’t sorted in time for Pamela to be dropped into the jungle on Sunday along with the other contestants - including politician Jacqui Lambie, former AFL star Dermott Brereton and Gogglebox stars Yvie and Angie - she will enter later on in the series.
'Ten are hoping she won’t leave them high and dry,' says the source. 'They’re desperate to make it work.'