Apploff will exec produce gameshow

NBC has picked up the gameshow pilot “Secret Treasure” from ITV Studios.

New project, created by Jeff Apploff, pits six contestants against one another as they answer trivia questions and attempt to steal and reveal each other’s cash-filled “secret treasure boxes.”

According to ITV Studios, the fierce competition “requires players to juggle instinct, intuition and attitude.”

In developing a gamer, ITV Studios prexy and CEO Paul Buccieri said he felt the “time was right for a fresh take on this classic genre.”

Apploff will exec produce. His credits also include “Don’t Forget the Lyrics” and “Face the Family.”

ITV Studios is behind reality competitions such as “Hell’s Kitchen,” and collaborated with NBC on “I’m a Celebrity, Get Me Out of Here.”

The networks are once again showing an appetite for gameshows — including NBC, which just picked up another season of “Minute to Win It.”

Over at CBS, the Eye confirmed that it’s shooting a new pilot for “Pyramid” — and is believed to also be doing the same for “Password.” Both are in the running to replace “As the World Turns” in daytime.

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