LONDON (Brand Republic) - ITV has won the exclusive UK rights to broadcast the world鈥檚 first interactive television version of Who Wants to Be a Millionaire?.
The digital first will allow viewers of the internationally top-rated quiz show to play along with the studio contestants using their handset and digital set-top box.
The interactive version of the show will be available on ITV鈥檚 digital channel, ITV2. The programme will be free to play and the results will be sent back to ITV. Winners will win prizes, although the nature of these has yet to be determined.
The move will be ITV''s first foray into interactive television. Unlike its rivals, it has been slow to enter into any previous interactive TV trials or tests. It has struck the deal with Celador Productions, which produces Who Wants to Be a Millionaire?.
Speaking to the Financial Times, Ellis Watson, managing director of Celador Productions, said that the show would be the 鈥淭rojan Horse鈥 that would bring interactive television into people''s living rooms.
"People will want to get digital TV for this. What I want is to be able to play alongside my granny, my wife and my daughter," he said.
In addition to the interactive digital TV version, players will be able to play Who Wants to Be a Millionaire? online as well.