Endemol USA, BET Align For New Live Game Show

LOS ANGELES, June 21: Endemol USA has partnered with Black
Entertainment Television (BET) to launch a live late-night call-TV variety
show, Take the Cake, on the cable
network this July.

The one-hour show will debut on BET on Monday, July 9, at 11
p.m., and will air Monday through Friday. The new show, produced by Endemol
USA, marks the first time that the two companies are working together, and adds
to the continued growth of the digital media division within Endemol. The
series is executive-produced by David Armour.

Hosted by network personalities Toccara and Joe Clair, Take
the Cake will allow viewers to compete in
real time for cash prizes from home by text messaging or logging onto the
Internet and answering pop culture and trivia questions. Additionally, all
text-message players will receive show-branded entertainment on their handsets
throughout the course of the show. Winners are announced live on the air.

"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, the VP of digital media at Endemol
USA. "After successfully launching call-TV in more than 25 countries we
are pleased to have the U.S. 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."