Bait is a six-part comedy-drama coming to Prime Video in March, following "struggling actor" Shah Latif (Ahmed) over "four wild days" after viral reports emerge that he is in the running for 007.
The series comes at a very appropriate time, given that the James Bond franchise is currently missing a leading man, and has been since Daniel Craig's definitive send-off in 2021's No Time to Die.
View oEmbed on the source websitePrior to that shock move, Ahmed told Deadline at the Sundance Film Festival that he had spoken to Broccoli about Bait, even though it isn't strictly a 'James Bond show' (the likes of which have been expected since Amazon took over).
He explained: "On the outside, it's like, 'Wow, you're killing it man. You're doing great...' [But in reality,] you're broke. These things happen, these contradictions between how we're perceived, how we want to be perceived, and how we are.
Ahmed continued: "And I was like, 'Actually, that's the perfect aspirational symbol that can help drive the story of someone who aspires to be someone else'.
Broccoli sold her controlling stake over Bond (inherited from her father's production company EON) in February 2025, prompting shock from fans and the industry after decades of protective stewardship.
Bait is coming to Prime Video on Wednesday 25th March 2026. Sign up for a 30-day free trial of Prime Video and pay £8.99 a month after that.
Check out more of our Drama coverage or visit our TV Guide and Streaming Guide to find out what's on. For more TV recommendations and reviews, listen to The Radio Times Podcast.
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