Format

British commercial network ITV has commissioned a series based on the popular segment “In For a Penny” from <em>Ant & Dec’s Saturday Night Takeaway.</em>

In For a Penny will see host Stephen Mulhern enlisting unsuspecting members of the British public to participate in games for cash prizes.

Games can be played anywhere and at any time, and they include “Pump It Up,” in which gas station customers will be offered a free tank of gas if they can pump a predetermined amount in just two pumps; “Mum’s The Word,” in which contestants call their mothers and have 30 seconds to describe a word and win a cash prize if their mom can guess it in that time; “Check It Out,” in which grocery store shoppers can have their entire order of groceries paid for if they can correctly guess values of store items; and the titular “In For A Penny,” in which contestants can win £1,000 (US$1,300) by winning five rounds of games.

In For A Penny is co-produced by ITV Studios and Mitre Television for ITV. The series has been commissioned by Siobhan Greene, ITV’s head of entertainment, and Louise Major, assistant commissioner of entertainment at ITV. Pete Ogden and Tim Dean serve as executive producers for ITV Studios. No premiere date has yet been set.

<em>“It was always a highlight for us to watch this segment on Saturday Night Takeaway and we are delighted it’s now become a series,” said co-creators Ant and Dec in a statement. “Stephen is the perfect host, his warmth, wit and all-round humor mixed with the great British public, who are not only brilliant but are also unfazed when a man in a sparkly jacket appears and asks them to take part in ridiculous games. It makes for some fantastically funny TV.”</em>

<em>“I have absolutely loved filming this show. I don’t think I have ever laughed so much filming a series and it was all down to the Great British public, they are the real stars,” added Mulhern. “I’ve been privileged to meet some of the most amazing people up and down the country and now the viewers will get to see just how funny and entertaining they are.”</em>