Who Wants To Be A Millionaire? Continues Momentum as a Ground-Breaking Format Around the Globe, Anniversary Special on RTL on 25 September a Massive Ratings Hit
Spin-off and new license agreements create ongoing excitement
After more than a decade since it first premiered and instantly struck a chord with viewers, Who Wants to Be a Millionaire? continues to grow around the world with new sales, anniversary specials and a successful spin-off show, Who Wants To Be A Millionaire? Hot Seat.
Commenting, Ed Louwerse, managing director, 2waytraffic International, Sony Pictures Television said: “We are thrilled with Millionaire’s most recent performance on RTL. Year after year, the continued strengthening of the Who Wants To Be A Millionaire? brand underscores the long-lasting appeal of this format and its winning formula for broadcasters. The format is truly an international, well-established brand that broadcasters can trust to attract long-term viewers and build advertising revenue.”
One of the most successful television formats of all time, Millionaire continues to be in demand as new countries license the format for the very first time, while the brand continues to expand and celebrate milestones.
On Friday 25 September, RTL hosted the longest yet Millionaire anniversary extravaganza, airing a star-studded show including best-of moments and featuring former high-profile contestants and winners in primetime starting at 8:15 CET and finishing at midnight. The show was a huge success for RTL with 8.6 million viewers tuning in, garnering a share amongst All Adults of 34.4%. It also proved its appeal to younger audiences – attracting 3.98 million and a share of 39.7 % in Adults 14 to 49.*
The special edition of the show in Germany follows a US 10th anniversary special which was produced by Michael Davies at Embassy Row, now a Sony Pictures Entertainment company, and ran over two consecutive weeks on ABC in August.
The spin-off Who Wants To Be A Millionaire? Hot Seat, has revitalized the brand in several markets, including in Australia where it became a ratings hit this summer as Nine Network's number one daytime program.**
In addition to its popularity in Australia, Millionaire Hot Seat has already distinguished itself as a hit in Norway on TV2 and in Italy on Canale 5.
Leading into MIPCOM 2009, SPT’s 2waytraffic International recently made licensing agreements for the format with broadcasters in Ecuador and Panama and with MBC in the Middle East, to air in over 20 countries, including Saudi Arabia, UAE, Jordan, Egypt and Lebanon. As a result, local versions of Who Want To Be A Millionaire? will premiere on Ecuavisa in Ecuador and on Medcom in Panama and across the Middle East beginning in early 2010.
* Quotenmeter.de ** OzTam/EMS – Millionaire Hot Seat was the Number One daytime programme (excluding news) among Total Viewers
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