'The Big Call' will launch later this month and pairs six members of the public with six celebrities as they answer five rounds of general knowledge questions for the chance to win either a cash prize of £20,000 or 100,000 tickets for that night's National Lottery draw.
If the winner picks the lottery option, the value of the tickets with more than three winning numbers will be announced in ascending order up to six numbers until the total value of the tickets is revealed.
The show will have an interactive element whereby viewers will be asked to call in for a chance to receive one of the final prizes not picked up by the studio winner.
ITV has not yet scheduled 'The Big Call', but it is likely the 60-minute show will go out in an early evening slot, overlapping with 'The National Lottery Show' on BBC One, which calls the draw at 8.15pm.
Former DJ Neil "Foxy" Fox said: "'The Big Call' could provide the most exciting TV gameshow climax ever as someone -- be it a contestant in the studio or a viewer at home -- gets a hundred thousand chances to win the Lottery live on ITV1."
So far this year, ITV has launched two Saturday night reality TV series: talent contest 'Hit Me Baby One More Time' and 'Celebrity Wrestling', which have each failed to pull in the viewers.
The latter was pulled from its primetime slot halfway through its eight-week run after attracting only 2m viewers.
ITV will be hoping the show will emulate the success of the Chris Tarrant-fronted 'Who Wants to Be a Millionaire?', which launched in the mid-90s and regularly secures more than 6m viewers for the network.
Celador International has been appointed as the exclusive agent to distribute the format and licensing rights to the format worldwide, excluding the UK.
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