It's Worth What? premiered on NBC on July 19, 2011. This series is a game show that taps into America's curiosity for cost and value, from the hidden gems found in one's attic to some of the most exotic valuables from around the globe. A pair of contestants are taken through a series of challenges that escalate in level of difficulty, tasking the contestants with discerning the price of the items in each round. If they successfully complete the challenges, contestants can win up to $1 million.