Paul Daniels, best known for The Paul Daniels Magic Show that regularly attracted 15 million TV viewers in Britain and was sold to 43 countries, has died after suffering from an inoperable brain tumor. He was 77.

His publicist, Bex Colwell, said in a statement that Daniels died Thursday morning at his home in Berkshire, 60 miles (95 kms) west of London.

He was one of Britain's best-known magicians although he didn't take up the trade full time until he was 30.

Daniels liked to make fun of himself on air. He often told audiences: "You'll like this... not a lot, but you'll like it."

He also designed special effects for stage productions including "Cats" and "Phantom of the Opera."