NBC has picked up its popular game show Identity - hosted for one week before Christmas by Emmy Award-winning comedian-magician Penn Jillette ("Penn & Teller") -- for a series return in March, it was announced by Kevin Reilly, President, NBC Entertainment.

"This was a different kind of primetime game show that struck a chord among viewers who found it both entertaining and competitive and allowed them to also play at home," said Reilly. "Plus, Penn Jillette's command and affable skills as a host will continue to enhance Identity's attraction."

An exact day and time for the series premiere will be announced later.

The hour-long Identity first premiered as a one-week event launched from December 18-22 (in much the same fashion as the successful Deal or No Deal was introduced in the previous December). In those previous five telecasts, Identity averaged a 3.2 rating, 9 share in adults 18-49 and 9.3 million viewers overall. The Monday edition of Identity tied its Deal or No Deal lead-in as the week's #1 entertainment telecast in adult 18-49. Identity finished #1 in its time period with four of five telecasts that week (including a tie).

The exhilarating Identity is the ultimate game of "who's who," where keen perception and instincts can lead to a top prize of $500,000. In each new game, one contestant faces 12 strangers and a list of 12 traits to identify them. The contestant picks a trait -- ranging anywhere from a profession to a shoe size -- and tries to match it with one of the 12 strangers.

The amount of money the contestant accumulates increases with each correctly identified stranger. If all 12 are matched up correctly, the player is rewarded with the grand prize of $500,000. Identity also offers viewers at home the chance to play the watch-and-win "Identity Challenge" for a chance at $10,000. The series is hosted by Jillette.