Television presenter Angus Deayton has claimed a visit to Bognor is about as exciting as travelling upstairs on a bus.
He made the tongue-in-cheek comment prior to hosting a new game show where contestants battle to win the holiday of a lifetime.
Deayton, who quit as presenter of the BBC's Have I Got News For You after reports about his private life, hosted the celebrity chef reality show Hell's Kitchen.
In his new ITV1 programme, two contestants will each choose two celebrities to help them answer UK and world news questions.
In the final, the personalities combine their brainpower to help the contestant answer the last question. If the contestant gets it right, the prize is a dream holiday. If they lose, they are sent to Bognor for a weekend.
Among those appearing in the first edition of Bognor Or Bust on September 2 will be Tara Palmer-Tomkinson and actor James Dreyfus.
Deayton has never been to Bognor but said: "I have been upstairs on a bus. I believe the adrenaline rush is roughly comparable.
"The biggest challenge for me will be to convince the loser a weekend in Bognor is more interesting than it sounds.
"We have bonus prizes to soften the blow, such as a ticket to Bognor's Wireless Museum."
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