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ITV icon Sheila Mathews has died aged 99 after a long career, it has been confirmed.

The TV personality and actress, who is deemed one of the first stars of commercial television in the UK, began in the golden days of British entertainment.

When ITV launched in 1955, Sheila was there on the opening night and the next evening she began Friday's Girl, a short programme built around her singing.

The multi-talented star's death was announced with a tribute to 'Britain's longest serving performer' in Intermission magazine this week.

Sheila, who won her first role aged just three years old, was originally a singer, musical-theatre and variety performer before landing in television.

Sheila was married to the late director Charles Reading, who died in 1999. She is survived by her two daughters Sally and Jane.

The multi-talented star's death was announced with a tribute to 'Britain's longest serving performer' in Intermission magazine this week

An obituary to her husband reported that she became the first popular singer to top the TV ratings, with Friday's Girl reaching an extraordinary 12 million viewers.

Sheila subsequently became a presenter as well as performer. A history of early television advertising programmes records her as one of the presenters of On View which ran from 1957 to 1962, and later In My View.

Sheila's first West End appearance was just aged 16, in Strike A New Note in 1943, where her dance partner was a young Eric Morecambe.

This was followed by Palladium productions including Happy And Glorious with Tommy Trinder and Out Of This World with Frankie Howerd.

Sheila met Charles while working in television at Associated-Rediffusion.

Charles was a major figure in British post-war entertainment – actor, theatre designer, director and producer, and a close associate of impresario Val Parnell.

They married in 1957 and had two daughters.

ITV icon Sheila Mathews has died aged 99 after a long career, it has been confirmed

The TV personality and actress, who is deemed one of the first stars of commercial television in the UK, began in the golden days of British entertainment

Charles produced Glamorous Nights at Drury Lane, featuring his wife, who was then an established veteran of the stage.

Before marrying Charles she had been engaged to magician and entertainer Peter Waring, but the wedding was later called off.

Her early fame was enormous and she carried on working in theatre and television for decades.

Later television appearances included Crossroads, Emmerdale, Shelley, Minder and The Good Old Days.