Britain's Rich List Give It Away, which will be broadcast on 24 April, features Dragons' Den businessman Duncan Bannatyne interviewing fellow multi-millionaires about how much they give to causes. Jamie Oliver, Kelly Osbourne, David James and Sir Tom Hunter are among those interviewed.
"Philanthropy has crept up the agenda, and we thought it was the right time to ask the richest people in Britain what makes them give and whether they give enough," said Jo Clinton-Davis, controller of popular factual programmes at ITV.
Bannatyne has recently opened a trust with the Charities Aid Foundation. "We felt he was the perfect person to shed some light on this sensitive subject," said Clinton-Davis.