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In page Gene Rayburn:

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Goodson-Todman revived Match Game in 1973 for CBS, this time as a California-based game show. Rayburn returned as host and introduced a new format in which two contestants tried to match the responses of six celebrities. Writer Dick DeBartolo, a veteran of the original show, created funnier and often risqué questions ("After being hit by a steamroller, Norman had to slide his ____________ under the door.")[citation needed] Rayburn reveled in this freewheeling new approach and often indulged in funny voices, banter with the celebrities, and mock arguments with the technical crew. It soon became the highest-rated show on daytime television.[1]