NBC'S ANNOUNCES PREMIERE FOR NEW ALTERNATIVE SERIES "IT'S WORTH WHAT?" BEGINNING TUESDAY, JULY 12 WITH HOST CEDRIC "THE ENTERTAINER"

UNIVERSAL CITY, Calif. -- June 8, 2011 -- NBC announced that its new game show "It's Worth What?" will premiere on Tuesday, July 12 (8-9 p.m. ET) featuring host Cedric "The Entertainer" ("The Steve Harvey Show," "The Original Kings of Comedy").

"It's Worth What?" is a game show that taps into America's curiosity for cost and value, from the hidden gems found in one's attic to some of the most exotic valuables from around the globe. A pair of contestants are taken through a series of challenges that escalate in level of difficulty, tasking the contestants with discerning the price of the items in each round. If they successfully complete the challenges, contestants can win up to $1 million.

Cedric "The Entertainer" is an award-winning standup comedian and actor who gained notoriety from his many crowd-pleasing film and TV performances including the comedy series "The Steve Harvey Show" and his own sketch-variety show "Cedric The Entertainer Presents." He currently co-stars in the upcoming Universal Pictures feature film "Larry Crowne" with Tom Hanks and Julia Roberts. Cedric began touring the country as one of "The Kings of Comedy Tour," along with fellow funnymen Harvey, Bernie Mac and D.L. Hughley. The record-breaking tour as later made into the hit feature film "The Original Kings of Comedy" directed by Spike Lee. His other film credits include "Barbershop," "Big Momma's House," "Ice Age (as the voice of Carl), "Dr. Dolittle 2," "Man of the House," "Madagascar" (voice of Maurice), "Madagascar: Escape 2 Africa" and "Be Cool."

"It's Worth What?" is produced by Merv Griffin Entertainment. The series is executive produced and created by Roy Bank ("Are You Smarter Than a 5th Grader?") and Lara Spencer ("Good Morning America"). Cedric "The Entertainer," Barry Poznick ("Are You Smarter Than a 5th Grader?), John Stevens ("Are You Smarter Than a 5th Grader?") and Ron Ward ("Million Dollar Mind Game") also serve as executive producers.

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