She has an unerring ability to keep on-message, and so while I try to discover what effects fame has had on her private life, she repeatedly steers the conversation back to the book and the TV show, for which she craves the oxygen of publicity.

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I saw an advert in a magazine for Supernanny, so I went for it." Her voluminous character was perfect for the small screen.

As has been demonstrated already, the woman sure can talk, while her combination of guile, babble and boundless enthusiasm rather reminds me of Geri Halliwell (or, for that matter, your average MP).

"Parenting isn't easy, it isn't, and we are all of us this far away from making all kinds of mistakes," she says.

"Some of the people I've worked with have had it really hard.

" Jo Frost says, pointing at what looks suspiciously like a gap in proceedings. (Before we hear from her, a word of warning: Frost does have a rather unusual command of the English language, often making words mean whatever she wants them to, even if the dictionary has other ideas. It took me nine months to write." And it heralds a certain departure for the woman who has become so very identified with the taming of tearaway toddlers. But I do believe that it starts at the beginning because the beginning is, you know, when you first have a child. " Not for the last time this morning, Jo Frost has completely lost me.

"That's nothing," the PR says, meaning it literally. She can also bend sentences out of all discernible shape.) "When I say brand," she begins, stirring milk into a cup of tea, "it's because I'm aware that's how it is. Should we read something pertinent into the fact that she has now gone back to the beginning of a baby's life? "I've been a nanny for 17 years and I've never just looked after one particular age group. Three years since its inception, Supernanny has now become a global institution, and a show that is screened in 48 countries (in the US, Frost is an Oprah-endorsed megastar).

She’ll whip your children into shape with a spell on the naughty step and some dominatrix-style finger-wagging. They are poring over her schedule, which is printed out on a series of A4 pages."And what's this? But she is all business today, here to plug a new book and TV series, and also to further, as she will later reveal, the brand. "The Supernanny books [there have been three to date] were TV tie-ins, but this one is all mine: all new, my advice, my knowledge.

Portrait by Jake Walters When I arrive at the central London hotel where I am to interview the woman who is Supernanny, I find her deep in discussion with her public relations person. Phone up the editors there; they've always been big supporters." Presently, we are introduced. I compliment her on a tan the colour of mahogany, but she ignores this and turns back to her PR. Suddenly now, there is a smile, which cracks the make-up and lightens the eyes until she appears almost friendly. But this now is me talking about the whole of the childcare experience." She is referring to her new book, Jo Frost's Confident Baby Care.

Some have even approached social services for help before I came along..." Frost insists she has little to do with the vetting process itself, and simply requests of the show's production company, Ricochet (which also produces It's Me or the Dog and Justin and Colin's Home Show), that each family is sufficiently different from the one the week before, "so that I can implement new skills and teach more people more ways to cope".