Simon Cowell expects viewers of 'Britain's Got Talent' to lust after him.
The judge of the ITV talent show claims he looks so good in the latest series no viewer will be able to resist his charms.
If there was a change I'd love to see someone like Lily Allen or Charlotte Church, someone really young and mouthy who can make Simon really uncomfortable
Simon's ex-girlfriend Sinitta explained: "Simon told me he looks so gorgeous no woman is safe from falling in love with him.
"He said, 'Darling, I'd watch it with one eye closed.' "
Simon may be confident of his appeal to members of the opposite sex, but Sinitta claims he often struggles to form lasting relationships with women.
She added: "He's never short of a date but he works incredibly hard. It's difficult for him to make a connection."
Sinitta - who assists Simon's on his other UK talent programme 'The X Factor' - also said while she is hopeful judge Dannii Minogue will return to the show this year - despite much speculation she will be dropped - the line up could change at any time.
She told BANG Showbiz: "Every year Simon says everyone's coming back, even to me, and everyone doesn't come back.
"If there was a change I'd love to see someone like Lily Allen or Charlotte Church, someone really young and mouthy who can make Simon really uncomfortable.
"I love watching him squirm. Even though I know he will cope in the end, I just know his face and when his lips go quite thin, you know he's not happy."
The new series of 'Britain's Got Talent' - which will include a group of ninjas and a dancer in a spinning wheel - will be shown on Saturday (11.04.09).