OK, Il Prezzo è Giusto! ("OK! The Price Is Right") is the Italian adaptation of the American game show The Price Is Right that aired on Italia 1, Canale 5 and Rete 4. It was hosted by Gigi Sabani, Iva Zanicchi, Emanuela Folliero and Maria Teresa Ruta with the first version being hosted by a man (Sabani) then the later three versions were hosted by women (Zanicchi, Folliero and Ruta respectively) with Zanicchi being the longest-running to hold the title for 13 years. It first premiered on 21 December 1983 and went off the air on 13 April 2001. With 3,466 episodes it is the third longest running quiz on Italian TV, after L'eredità (The Inheritance) and La Ruota Della Fortuna (The Wheel of Fortune). The show used similar gameplay format to the American version, although at the two last seasons altered the format to use the British One-Player showcase format. It is the only version to feature an all female cast.

Zanicchi, Folliero, and Ruta's tenures as hosts make the Italian version of one only three versions of the show to be hosted by a woman. However, the first host of the show was a man (Sabani).