CBS plays to its strength with reality project


CBS has ordered a new reality project in which ordinary Americans will compete in strength competitions.

Under the working title "America's Strongest American," producer Michael Davies ("Who Wants to Be a Millionaire") shot a one-hour pilot in Las Vegas during the weekend.

Ben Bailey ("Cash Cab") and Michelle Merkin ("Celebrity Drive-By") are signed as hosts.

"Strongest" will differ from the strongman competitions seen on networks like ESPN, where professional muscleheads compete for weightlifting titles. The challenges will be scaled to suit a more average physique.

Embassy Row and IMG will produce "Strongest," with Barry Frank joining Davies as exec producer. Bailey is repped by Gersh. (partialdiff)