Hilversum, 23 October 2006
Take It Or Leave It launches in UK

Successful quiz show goes interactive on Challenge

2waytraffic, the interactive content developer and exploiter, announces today that Take It Or Leave It, the successful game show format from recently acquired content developer Intellygents, will be broadcast today on Challenge for a 30 episode run. The format has already been sold in several countries worldwide, but this will be the first time it incorporates an interactive game and online game. For broadcaster Flextech it will be the first show with in-programme promotion.

Since Intellygents was acquired in August, the company has added interactivity to its running hit shows, inviting the viewer to play along during and/or after the broadcast. For both 2waytraffic and Intellygents the start of Take It Or Leave It on Challenge means the first move into the UK television market. Take It or Leave It is a high-energy, high-tension daily quiz show where both knowledge and confidence in your choices are paramount. A large cash prize tantalises two couples as they endeavour to make the correct choices right to the very end to stay in.

2waytraffic’s strategy is to leverage its content to meet the growing demand for interactivity. Consistent with this, the interactive game, which mirrors the game play of the TV show, allows viewers at home to play in a similar way to the shows contestants. In addition, an online version of the game can be played via www.challenge.co.uk

Commenting on the UK launch of Take It Or Leave It Kees Abrahams, Chief Executive Officer of 2waytraffic said: "This is 2waytraffic’s first move into the UK television market and follows our acquisition of Intellygents earlier this summer. We are very excited to see the launch of Take It Or Leave It in the UK. The new interactive and online game, take the format to another level of interactivity to engage viewers and clearly demonstrates the benefits of our strategy of combining TV production with interactivity."

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