2waytraffic Builds Up Dragons And Millionaires


London, UK. 15 June, 2011. Sony Pictures Television's 2waytraffic, has concluded new licensing agreements in the UK for two of its biggest international properties.

A deal with Sky will see 110 hours of Who Wants to be a Millionaire? episodes licensed to the broadcaster for its game show network, Challenge. The deal comes as Challenge hosts a special Who Wants to be a Millionaire? month throughout June at 9pm each weeknight. To further support this, Challenge has licensed 2waytraffic's integrated online game of the series to be hosted on its website (

Additionally, 2waytraffic has confirmed a deal with UKTV to supply the Irish, Canadian and US versions of entrepreneur pitching format, Dragon's Den, to their male lifestyle channel, Dave, giving it the UK premiere to all three series. The US version, known as Shark Tank, has just been re-commissioned for a third season by ABC. The Irish version of Dragon's Den is an RTE commission, while the Canadian version is produced locally for CBC.

Announcing the deals, 2waytraffic International Managing Director, Ed Louwerse, said, "Both Dragon's Den and Who Wants to be a Millionaire? are doing fantastically around the world and have really established themselves as global, evergreen hits. Alongside format sales, our finished programming business is on the rise and, with our gaming innovations, illustrates just how much extra value can be generated as we identify new platforms for fans to interact with their favourite series."

Dragon's Den, an NTV format represented globally by Sony Pictures Television, has now been produced locally in over 30 territories. 2waytraffic recently launched a new game app to accompany the series, available globally for Apple's iPhone and iPad.

Who Wants to Be a Millionaire?, owned by 2waytraffic, has now been produced in over 120 territories, with recent re-commissions including Turkey, Portugal, Venezuela and Sri Lanka.

Sony Pictures Television is one of the television industry's leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution. In addition to one of the industry's largest libraries of feature films and television shows, SPT boasts a current program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms.

Internationally, SPT is a leader in local language productions around the world, some of which are co-produced with local partners, and sells SPE-owned formats in approximately 70 countries. To better serve its clients and partners worldwide, SPT maintains offices throughout the world, including Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Hungary, India, Italy, Japan, Korea, Mexico, the Netherlands, the People's Republic of China, Russia, Singapore, Spain, Venezuela and the United Kingdom. SPT's worldwide television networks portfolio is a key strategy in SPE's long-range commitment to the global marketplace, with 132 channel feeds, which are available in more than 142 countries reaching more than 500 million households worldwide. SPT also creates original content for and manages SPE's premium video website, Crackle.

Additionally, SPT owns Dutch entertainment company 2waytraffic, production company Embassy Row and Sony Movie Channel, and is a part owner of cable channel GSN, new 3D channel 3net, FEARnet, the premier horror/thriller website and VOD service, and national media sales company ITN Networks, Inc. SPT advertiser sales is one of the premiere national advertising sales companies, handling the commercial inventory in SPT's syndicated series as well as in all of SPE's digital businesses in the United States. SPT ( is a Sony Pictures Entertainment company.

For further information:
Mark Macdonald
Executive Director Corporate Communications
Sony Pictures Television
+44 20 7533 1363