I don't think enough is being made here of the double contracts, jungle + GMTV. Camilla has signed up to be a GMTV product, and this product is now being "placed" on IAC to raise its profile.
I suspect that many if not most GMTV viewers also watch the jungle, and it works vice versa too. If even 3% of the much larger IAC audience then tune in to GMTV for the first time, to watch Camilla's fitness slot, then the ratings guys will be happy.
Sounds brutal but that's the way PR works. It's the foundation of every single chat show, and reality shows are just a gold-star version of chat shows, the ultimate publicity tour if you're successful.
IF you're successful, that is. I'm sure that Camilla's agent has taught her a mantra. "Smile and laugh, smile and laugh!". It worked for Phil. Camilla doesn't even need to win the thing, but only to show that she's a "good sport".