ITV to pilot NBC quiz format

UK broadcaster ITV has commissioned a non-TX pilot of NBCUniversal International Studios format QuizUp.

NBCU International Formats is heavily promoting the show here in Cannes, and today announced ITV is to become the first European territory to try it out.

The sees sees studio-based contestants earn cash by playing viewers based around the country using a dedicated app in a bid to win cash prizes.

ITV’s director of entertainment and comedy, Elaine Bedell, has ordered the pilot, and one of NBCUIS’s UK-based production labels will produce it. In the US, NBC has ordered the format as a ten-part series.

“QuizUp is the result of an intense period of successful development by our colleagues at NBC,” said NBCUIS’s senior VP, factual and entertainment, David Mortimer. “Television has been waiting for a quiz format that’s a big enough turn of the wheel to justify a place in the primetime schedule, and that’s exactly what this show is.”

“QuizUp is a great example of NBCUniversal International Studios working hand in glove with our network colleagues to bring a bold new format to the international market and the deal we’re announcing with ITV is a huge part of our plan to roll the format out internationally at MIPCOM.”