Fox has booked a pilot from writer Kevin Falls (Journeyman), based on the Argentinian telenovela hit Lalola.

According to Variety, Lalola is hyped in Argentina as the next Ugly Betty, and revolves around a womanizer who is transformed into a woman -- and must endure the same kind of abuse he used to dole out.

In his pitch to the nets, Falls even took on the persona of the character -- a man trapped in a woman's body -- to positive effect. Show takes place at a sports management firm and will also be set in the world of entertainment and fashion.

The U.S. version doesn't yet have a firm title; it's unclear whether Lalola will be used.