The producer of Who Wants to Be a Millionaire producer is teaming with IMG to mount The World's Strongest Celebrity, a celeb-centric spinoff of the long-running The World's Strongest Man competition.
The reality series would feature well-known folks squaring off against each other in a series of physical challenges designed to test their strength. The civilian edition began more than 30 years ago on CBS and is now seen on ESPN2.
"If the strongmen are pulling airplanes, then the celebs might be pulling cars," said one person familiar with the pitch for Strongest Celebrity.
It's likely the format of the show would match that of Dancing With the Stars, with celebrities training with pros and facing weekly elimination.