Telemedia dials up a winner

World Brief

BUENOS AIRES — Telemedia Latin America is taking Argentina’s hit cell phone gamer “Llama y gana” (Call and Win) to the region.

Program, which invites people to text-message or phone in answers to quizzes and other games, bowed in January on Peru’s America Television and this month on Ecuador’s Canal Uno. It’s set for Chile’s Canal 13 in May, says Martin Timo, a manager at Telemedia, a unit of Budapest-based Telemedia Group. He is in talks to produce it for an undisclosed net in Mexico.

Its second season in Argentina will start in May on pubcaster Canal 7, following a run on No. 2 net Artear-Canal 13, during which time it handed out more than $245,000 in prizes to viewers.

Telemedia Latin America produces the live broadcast, regionalizing versions with hosts from each country at a Buenos Aires studio. It splits the revenue from cell traffic generated by the gamer with carriers and broadcasters, which make money by skedding the show in latenight slots that would otherwise go empty.

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