Quizshows go Dutch

'Millionaire' parent Celador sold off

Dutch interactive outfit 2waytraffic has bagged the rights to “Who Wants to Be a Millionaire” and the companies behind the iconic quiz show for an initial sum of £106 million ($207 million).

Launched in 2004, 2waytraffic confirmed it is buying the entire issued share capitals of Celador Intl.’s parent company Complete Communications Corp., Knight Whitehill Prods. and the River Studio.

Said 2waytraffic chairman Chris Pye: “This is a transformational deal that will see us acquire ‘Who Wants to Be a Millionaire?,’ one of the most popular and sustainable primetime gameshows in history, as well as a number of other well-known formats.”

Deal gives 2waytraffic rights to some 30 formats including “You Are What You Eat,” “Brainiest” and “Mr. & Mrs.”

Millionaire’s mastermind Paul Smith said the deal with 2waytraffic was more than “purely financial” and capitalized on the surge in interactive TV formats.

2waytraffic was formed in 2004 by former Endemol toppers Kees Abrahams, Unico Glorie and Taco Ketelaar. It is HQ’d in Hilversum, the Netherlands.