Endemol USA and BET Team Up for New Live Game Show Premiering Monday, July 9 at 11 P.M. ET/PT

LOS ANGELES, June 20 -- Endemol USA, the global production powerhouse, has partnered with Black Entertainment Television to launch a new Call-TV strip show, TAKE THE CAKE, on the cable network. The 1-hour live show will air Monday - Friday, and premieres Monday, July 9 from 11 p.m. - 12 a.m. ET/PT (Note: Pacific and Mountain Time Zone telecast tape delayed) with new episodes airing Monday - Friday at 11 p.m. ET/PT. This new format adds to the continued growth of the digital media division within Endemol, and marks the first time that the two companies are working together.

TAKE THE CAKE is a late night variety game show where it literally pays to watch TV! Viewers of the show will be able to compete for cash prizes from home by text messaging or logging onto the Internet and answering pop culture and trivia questions. Viewers can play along in real time and winners are announced live on the air. Additionally, all text-message players will receive show-branded entertainment on their handsets throughout the course of the show. TAKE THE CAKE will also feature guest stars, performances, comedy, games and cash prizes. BET personalities Toccara and Joe Clair will host the new show.

"TAKE THE CAKE is exciting because it will be a true multi-platform experience for our viewers," said Reginald Hudlin, BET President of Entertainment. "Viewers don't just watch other people make money, they can win themselves. In addition, Joe Clair and Toccara are wonderfully talented members of the BET family who will bring their unique flavor to the show - it's great to have them on board."

"We are excited to be working with BET for the first time and feel that our Call TV show is a perfect fit with their current line-up of programming," said Jon Vlassopulos, Vice President Digital Media. "After successfully launching Call TV in more than 25 countries we are pleased to have the US market now onboard and look forward to giving the BET audience a truly engaging viewing experience where viewers can get involved, be entertained and win cash."

Hudlin is equally thrilled with the new partnership, adding "Endemol is a company I have long admired, so I'm happy to be working with them."

This deal follows the recent multimillion dollar sale of the original digital format, "iLand" to AOL, as well as the ongoing success of "Deal or No Deal's" Lucky Case game which has received over 150 million entries, and last fall's "Midnight Money Madness" on TBS. TAKE THE CAKE will be produced by Endemol USA, a division of Endemol Holding. David Goldberg is the President and CEO of Endemol USA. The series is executive-produced by David Armour.

ABOUT ENDEMOL

Endemol USA is a leading producer of television programming specializing in reality and non-scripted genres for network and cable television. The company produces the break-out hits, Deal or No Deal, 1 vs 100, Extreme Makeover: Home Edition, Fear Factor and Big Brother. Endemol USA is a division of Endemol Holding, a prominent international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands, has subsidiaries and joint ventures in twenty-one countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia.

ABOUT BET

BET, a subsidiary of Viacom, Inc. (NYSE: VIA), provides contemporary entertainment that speaks to young Black adults from an authentic, unapologetic viewpoint of the Black experience. BET connects with its target audience in a way no other media outlet can; providing hit music, entertainment and news programming that is reflective of their experiences such as: 106 & PARK, RAP CITY, MEET THE FAITH, COLLEGE HILL, and AMERICAN GANGSTER. In addition, outstanding mega-specials such as the BET AWARDS (the #1 Awards Show on Cable Television), BET HIP-HOP AWARDS and CELEBRATION OF GOSPEL keep viewers regularly tuned in for the latest and greatest in Black entertainment. Reaching more than 84 million homes, BET can be seen in the United States, Canada and the Caribbean.

SOURCE BET Networks
http://www.bet.com/