NBC LAUNCHES LIVE INTERACTIVE 'IDENTITY CHALLENGE' WATCH N' WIN GAME, ALLOWING VIEWERS A CHANCE AT $10,000 EACH NIGHT DURING NEW GAME SHOW'S WEEK-LONG PREMIERE

NBC LAUNCHES LIVE INTERACTIVE 'IDENTITY CHALLENGE' WATCH N' WIN GAME, ALLOWING VIEWERS A CHANCE AT $10,000 EACH NIGHT DURING NEW GAME SHOW'S WEEK-LONG PREMIERE

In an Interactive Game First, Clues On How To Win Will Be Imbedded into Commercials During Each Episode

BURBANK -- December 18, 2006 - NBC has created a unique advertiser friendly "watch n' win" game which will provide viewers of the network's new game show, "Identity," the opportunity to win $10,000 by playing the live interactive "Identity Challenge" each night during the series' week-long premiere. (Monday, December 18 from 9-10 p.m. ET, after an all-new "Deal Or No Deal," and Tuesday, December 19 - Friday, December 22 from 8-9 p.m. ET). In a first for an NBC interactive game, clues on how to win will be imbedded into the commercials that will run during each night's episode.

"We are always looking for new ways to engage viewers and 'Identity Challenge' provides a unique opportunity to increase the interactive elements within the show and commercial breaks," said Craig Plestis, Senior Vice President, Alternative Programming, Development and Specials. "It also allows viewers to test their impulses for a chance to win cash, which is always intriguing."

The interactive game will challenge viewers to select the one stranger, out of five, that they believe uses a specified product. Viewers can play on their cell phones via text messaging or by logging on to the "Identity" website at www.nbc.com/Identity .

This live interactive game uniquely utilizes commercials to reveal the stranger who truly represents the specified identity during a custom commercial. Viewers who watch the commercials will be given a special clue revealing the correct stranger. All viewers who select the correct stranger will be pooled together and the winner will be chosen at random. The stranger who was not an imposter will be revealed and the winner will be announced live at the end of the show.

At various points in the show, viewers will be alerted how to play and will have no limit on the number of times they can participate. There will be three winners each night, one for each of the three times zones across the continental United States (one winner in Eastern/Central, one in the Mountain time zone, and one in the Pacific time zone).

Viewers playing on NBC.com will be able to play for free, and viewers playing on their cell phones will be charged a fee of 99 cents in addition to their wireless carrier's standard text messaging rates. The game is open to residents in the continental United States, excluding Alaska, Hawaii, Puerto Rico, Guam and the US Virgin Islands. Please log onto NBC.com for complete rules.

"Identity," is the ultimate game of who's who where keen perception and instincts can lead to a top prize of $500,000. In each new game, one contestant is challenged to match 12 identities with 12 complete strangers. The contestant picks a trait - ranging anywhere from a profession to a shoe size - and tries to match it with one of the 12 strangers. The amount of money the contestant accumulates increases with each correctly identified stranger. If all 12 are matched up correctly, the player is rewarded with the grand prize of $500,000. The series is hosted by Emmy Award-winning comedian/magician Penn Jillette ("Penn & Teller").

"Identity" is a production of Reveille. Reveille's Ben Silverman and H.T. Owens ("Nashville Star", "Date My Mom") serve as executive producers along with Andrew Golder ("Win Ben Stein's Money," "Solitary") and Tim Puntillo ("Friend or Foe," "Fight for Fame"). Mark Koops and Chris Grant of Reveille serve as co-executive producers.