Kim Kardashian is ''secretly embarrassed'' about how much her family share.

The reality TV star is said to be having second thoughts about how much of her life is laid bare on 'Keeping Up With the Kardashians' and now her relationship with rapper Kanye West is getting serious she reportedly wants to take a back seat from the show.

A source said: ''Kim has secretly been getting embarrassed about how much her family share and there's no way Kanye would allow the intimate moments of their relationship to be filmed. He is happy to be in the background, but he thinks some things should be kept private.''

Kim - who married basketball player Kris Humphries in a lavish televised ceremony last year, only for the union to fail after just 72 days - is now said to agree with Kanye's vision to market them as a couple rather than be so heavily involved with working alongside her mother and siblings.

The source added to heat magazine: ''Kanye is thinking of their brand as a duo now, rather than her family's. He thinks some of what she's put her name to is tacky and has already advised her to say no to certain things.''

Kanye's influence is thought to have an unsettling effect on Kim's mother Kris Jenner, who is also her manager, because she is worried about the repercussions for the rest of her family.

The source said: ''The whole empire is based around Kim and it is her celebrity status that drives the brand. For her to turn her back on it would not only be a devastating blow to the family, but most of all to her mum, Kris, too.''