ITV orders pilot based on Simon Cowell format

ITV is piloting Keep it in the Family, a new gameshow format based on an idea from Simon Cowell.

Bradley Walsh will act as host in the pilot episode of the show. Reports had circulated that ITV had greenlit a new show from Cowell and it is understood the the pilot for the UK commercial broadcaster will be filmed later this month in London.

The format sees two families of four compete over various rounds for holidays and other prizes. The twist is the children from the competing families that take charge over the parents.

ITV has done well with another primetime kids and adult show Big Star’s Little Star. If taken to series, the gameshow is expected to go out on terrestrial channel ITV in a family-friendly access primetime slot.