ITV announce new gameshow with 'only one rule' - details

Virgin Radio

4 Apr 2024, 09:05

The ITV logo and someone smiling playing a game

Credit: ITV/Getty

ITV have commissioned a brand new gameshow where there is “only one rule” to win.

99 to Beat will be produced by Banijay UK’s Initial (the production company behind shows including Big Brother, Total Wipeout and Tenable), and will see 100 contestants go up against each other in a variety of head-to-head challenges where the only goal is to not come last.

Already successful in seven countries with multiple series in Germany, The Netherlands, Norway and Poland, the originally Belgian TV show can be won by anyone, just as long as they make sure they don’t lose any of the challenges.

In order to be in with a chance of beating their fellow competitors and taking home the cash prize up for grabs, 99 to Beat’s 100 contestants will have to take part in a range of “visually distinctive and often hilarious games”, a press release announcing the show reveals.

After each round, the number of players will gradually be whittled down, until only one person is left to take home the top prize.  

“Whether it’s trying to find a dummy hidden in a vat of jelly or putting on a frozen t-shirt, the only aim of the game is to not come last. If they do, they’re out.”

Celebrating the broadcaster’s acquisition of 99 to Beat, ITV’s head of entertainment commissioning Katie Rawcliffe said: “99 To Beat brings 100 people together to set upon this extraordinary game where there is really only one rule, Don't Come Last. 

“As the contestants compete they also form tight bonds and as they get to know each other, we get to see who plays well, who buckles under the pressure and who has lasting power.” 

So think Squid Game but less violent? Seemingly yes, as Initial’s managing director Katy Manley elaborated: “What’s brilliant about it is that anyone has a real shot at winning. Whether you’re 18 or 80, players don’t need to be experts in one particular skill. 

“Winning is not important – it’s not coming last that counts! The human stories that sit alongside the gameplay will provide heart, humour and drama throughout.”

99 to Beat will air on ITV and ITVX in the future.