Shane Richie to play celeb agent for ITV

'EastEnders'

Shane Richie is to play a ruthless publicity agent in a one-off ITV1 drama about celebrity culture.

Whatever It Takes sees police officer Daisy Cockram (Amy Beth Hayes) thrust into the public eye after striking up a relationship with a top-flight footballer. JJ Merrick - played by Richie - persuades her to become a glamour model.

Cockram becomes a millionaire but things turn nasty as her family abandons her and the media loses interest.

Also lined up for the 90-minute drama are Gary Lucy (The Bill) and MTV's Dave Berry.

ITV director of drama Laura Mackie said: "I'm delighted to have such a powerful film from (writer) Paula Milne that taps into such a provocative contemporary subject."