TBI understands that ITV is piloting a new gameshow called Who’s Asking from Victory, the production company set up by Victoria Ashbourne and Sony Pictures Television.
The gameshow will feature celebrities asking questions and posing challenges with contestants competing for prizes.
Dave Berry is among the potential hosts should a full series be commissioned with comedian Stuart Holdham understood to be a another possibility for the presenter role.
ITV and SPT both declined to comment.
Victory was set up in 2011 and has recently won several UK commissions.
It is making the UK version of Draw It!, the gameshow based on the hugely successful Draw Something app for Channel 4. It is also making Five Minutes to a Fortune, the Davina McCall-fronted gameshow, also for Channel 4.