Lifted and Nobody’s Hero land ITV gameshow

Love Island indie Lifted and ITV Studios-backed US label Nobody’s Hero are to co-produce an ITV1 reality quiz show fronted by Rivals stars Danny Dyer and Emily Atack.

Nobody’s Fool – set to land next year – will see 10 UK contestants come together to stay in a ‘smart house’. They will take part in challenges to convince others that they are more intelligent than they might actually be and take part in daily individual quizzes to build a group prize pot.

Across the series, the players must determine who is the weakest amongst them and eliminate them. But only the contestants themselves will know how well they have done and will decide what information to share with their competitors. The fate of individuals will be decided by how smart their fellow contestants think they are.

The series was commissioned by ITV’s director of factual entertainment Sue Murphy and head of development and commissioning editor Kate Teckman. The executive producer is Mark Saben and the series editor is Benjamin Cook. The series will be distributed by ITV Studios, and will air on ITV1, STV, ITVX and STV Player.

Murphy and Teckman said: “Nobody’s Fool is an innovative reality/quiz crossover show that puts preconceptions, stereotypes and judgements to the test. Danny and Emily are the perfect pairing to host this game of surprise and prejudice, that will no doubt have audiences on the edge of their seats.”

Lifted managing director Richard Cowles, and director of entertainment and format Tom Gould, said: “Nobody’s Fool takes a simple premise – How do you really determine how smart someone is? Trust your preconceptions and judgement or what they tell you? - and turns that into a high stakes reality game show with up to £100k up for grabs.

“There is drama at every turn but with Danny and Emily on hosting duties, the fun and laughter is also never far away.’

Nobody’s Hero’s British co-presidents and format creators Christopher Potts and Jonty Nash added: “We’ve spent years trying to figure out which one of us is the least smart, so turning that daily argument into a big new format seemed like a good idea.”

Their indie has an unscripted deal with ITV America and is behind Netflix’s Bullsh*t The Game Show.