'Boom' time for Endemol Intl.

Gameshow format will debut in 20 territories

By STEVE CLARKE

LONDON -- Dutch-based gameshow specialist 2waytraffic Intl. has signed a multiple territory deal with global entertainment giant Endemol Intl. to produce gamer "Ba Ba Boom."

The agreement gives Endemol the right to make the format, a variation on the hidden coin game launched last month at Mip TV in Cannes, in more than 20 territories including the U.S., U.K., Australia, France, India, Italy, Russia and the Middle East.

Endemol is clearly hoping that "Ba Ba Boom" repeats the success of its international hit "Deal or No Deal."

2waytraffic, listed on London's Alternative Investment Market, has a catalogue featuring more than 200 entertainment formats including "Who Wants to Be a Millionaire?," "Mr. and Mrs." and "Take It Or Leave it."