TV HARD man Ross Kemp has dealt EastEnders chiefs a massive blow - by snubbing a return to Albert Square.
Beeb bosses were desperate to woo him back and boost their ailing soap but instead the hunk has signed for a new series of ITV's Ultimate Force.
Last night, an ITV source revealed: "Everyone here is over the moon. It's no secret how badly we wanted to keep him."
ITV and BBC were locked in a tug-of-war for Ross - with both offering £500,000 contracts. But the 40-year-old decided to play Ultimate Force's Henno Garvie for a fourth time.
He will film a six-part series this summer.
Gutted EastEnders bosses pleaded with him to revive his role as Grant Mitchell after the soap's ratings sunk to just 6.2 million earlier this year - its worst ever.
Ross spent three months making up his mind but still hasn't ruled out an eventual return to Walford. A close pal said: "Ross hasn't turned his back on the show - he wants to see how things shape up in the next few months. He wouldn't want to re-join if the scripts weren't a turn-on for viewers."
A spokeswoman for ITV confirmed last night: "We are delighted Ross Kemp has signed up to another series of Ultimate Force."
arrrgh i was so lookin foward to him returnung we should start a petiton up for him to come back let him know how much the fans want him back :wall: