'Who Wants To Be A Millionaire' to Go Interactive On ITV

Share this article:
ITV, a British commercial television network yesterday landed the broadcasting rights to the first interactive version of the television program "Who Wants To Be A Millionaire."

Through the new deal, ITV2, the company's sister digital channel will start a new interactive service on an undisclosed date later this year allowing subscribers to participate in the "Millionaire" trivia as they watch.

ITV will also start in early April online games associated with the show on its Web site itv.co.uk. The games will let players compete with on-air contestants. A multiplay game will allow up to 10 players to compete against each other online.

ITV reportedly paid up to 10 million pounds and agreed to share revenues with Celador Productions, the show's producer, for the rights to the game.

ITV will develop online advertisements known as e-mercials -- a seven-second animated ad -- to run between rounds of the game show.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Customer Centricity Is Spurring Marketing-Tech Investments

Customer Centricity Is Spurring Marketing-Tech Investments

A majority of marketers rank customer satisfaction improvements as paramount in the technology investment decisions.

Big, Bold Moves in the C-Suite

Big, Bold Moves in the C-Suite ...

JCPenney appoints Home Depot's Marvin Ellison as CEO; Harte Hanks and JWT add hitting power to their C-level benches

Campaign Comes to the States

Campaign Comes to the States

DMN's UK-based sister publication launches Campaign US