12:13 PM PT -- Maury Povich says it was a no-brainer for him to partner on an at-home DNA paternity test, because he's been involved with paternity tests for decades on his show.
Maury joined us on "TMZ Live" Friday and told Harvey and Charles how the idea came about in the first place ... and why it offers practical benefits beyond just finding out the birth father.
Maury Povich is taking his schtick to the next level ... launching a DNA paternity test company, offering at-home testing services for families in search of answers.
The TV host, famous for announcing the results of paternity tests on his show with his catchphrase "You are NOT the father" is now selling a DNA paternity test that can be done anywhere.
Maury is offering the at-home tests through his new company, which he's cleverly calling, "The Results are In."
The testing kits include materials and instructions for how to take a DNA sample, and then the samples are sent to a lab at DNA Diagnostics Center ... without the need for medical professionals or TV producers and their pesky cameras.
Maury's company promises results become available in 2-3 business days, with a 99.99% accuracy rate ... and they say it's all confidential.
In a statement, Maury tells TMZ ... "I've seen firsthand how DNA testing can change lives and bring families together. With 'The Results Are In,' we're making it easier and more affordable than ever before for people to get the answers they need."
Let the at-home drama commence.
Originally Published -- 12:40 AM PT