Why has it been chosen as a case study?
After more than a decade since it first premiered and instantly struck a chord with viewers, Who Wants to Be a Millionaire? has continued to grow around the world with new sales, anniversary specials and a successful spin-off show, Who Wants To Be A Millionaire? Hot Seat.
In Asia Pacific, the Japanese and Vietnamese versions continue to be strong performers, while Who Wants To Be A Millionaire? Hot Seat is winning its timeslot in its daily airing on Nine Network in Australia. Who Wants To Be A Millionaire? Hot Seat is scheduled to launch later this year in Vietnam. In the Philippines, the show on TV5 has seen significant ratings increases from 8 percent to 24 percent share in mega Manila (Manila and surrounding cities).
One of the most successful television formats of all time, Who Wants To Be A 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.
In what ways was it adapted for different markets and why?
The multiple award-winning game show format has been licensed or optioned in 112 countries. In order to customize for their local market, broadcasters have the option to determine the specific amount of prize money to be given in their own currency. For example, in Japan, the jackpot is 10 million yen, a figure very attractive to viewers. Additionally, each version has it’s own local host.
The consistent elements from the original show include the popular “Lifelines” which include “Phone-a-Friend,” “Ask the Audience” and “50:50.” As the popularity of the show has grown, more “Lifeline” options have been added.
What measurables do you have eg ratings, viewer voting, web traffic, contests, press coverage?
Above all, ratings performance, feedback from broadcasters, as well as the high demand for the format, resulting in sales worldwide.
Do you help produce the format or just license it to broadcasters?
In some countries, such as France, we produce the show. However, in Asia Pacific our team of International Production Specialists partner with broadcasters to ensure the successful adaptation in each market, while maintaining the key components of the brand which account for the show’s overwhelming appeal.
What about advertiser support or show sponsorship?
“Broadcasters are looking towards big established brands that they know they can trust to deliver to both advertisers and viewers. The fact that we have recently completed new deals in ten countries for the original format, while our latest spin-off is launching internationally with three major territories already on-board, is testament to the long-lasting appeal of the Who Wants To Be A Millionaire? brand.” Julian Curtis, Director, Sales, Asia, 2waytraffic
Quote from broadcaster or advertiser?
“Having launched the Who Wants to be a Millionaire? strip format Hot Seat in April 2009,we’re absolutely delighted that ‘Hot Seat’ has steadily grown over the past 10 months and is now regularly winning the slot. The play-along and entertainment elements in the formats has given it strong point of difference in the slot and were very confident it will continue to build off it’s current success. We believe Hot Seat will be a fixture in our schedule for many years to come.” – Andrew Backwell, Director of Production and Sydney Programming Nine Network, Sydney Australia
Further plans/hopes for this format in Asia Pacific?
Overall, we’re seeing more demand for game shows, which is why Who Wants To Be a Millionaire? is doing so well. In response to this demand, 2waytraffic will continue to exploit Who Wants To Be A Millionaire? and Who Wants To Be A Millionaire? Hot Seat throughout Asia Pacific.
