“Who Wants to Be a Millionaire” is up for grabs again, after parent company 2waytraffic confirmed that it is in discussions regarding a possible sale.
The interactive Dutch media company, which has been hit hard by premium rate phone scandals across Europe, confirmed Monday that it was in advanced talks with a potential buyer, following a leap in its share price.
In a statement, the board stressed that there was no certainty that the discussions would lead to an offer.
Possible bidders include format giants Endemol and RTL-owned Fremantle, both of which are looking to grow through acquisitions this year, or Blighty’s commercial web ITV, which has aired “Millionaire” since 1998.
Founded in 2004, 2waytraffic saw off stiff competition when it acquired the rights to “Millionaire” and distribber Celador Intl. for £106 million ($214 million) in December 2006.
A year later, it announced that it was phasing out most of its call TV business in Europe, resulting in costs and write-offs of about $3.1 million.
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