wwtbam_china.jpgChina has a lot of millionaires and the number grows bigger each day. But there are many more still who would like to be millionaires. For them, China Media Power (CMP) has completed shooting the TV pilot of Who Wants To Be A Millionaire? for the Chinese TV market.

CMP, a 60% owned subsidiary of Asia Global Holdings, entered into an agreement in December with Dutch media company Celador International, now part of 2waytraffic, to produce a minimum of 104 episodes of Who Wants to Be A Millionaire?. The quiz show has been a huge success around the world and has been licenced or optioned to 106 countries.

2waytraffic, which is listed on London's Aim market, acquired the the worldwide rights to Who Wants To Be A Millionaire? and Celador International, the company behind the game show, last December. Celador International has since been renamed 2waytraffic International.

As well as China, 2waytraffic has recently done deals to bring the quiz programme to the US, Slovenia and Slovakia. But it is the deal with China Media Power that excites the Dutch media company most as it represents its first major deal in the rapidly evolving Asian TV market.

There are 300m TV sets and 1.1bn TV viewers in China, so clearly it is a huge potential market for western media companies, particularly as the popularity of Made in China TV dramas, which dominate early evening schedules, is fading, according to China Daily.

By some calculations, China now has more millionaires than the European Union. But Boston Consulting Group calculated last year that the PRC was still some way behind the UK in the league table with “only” 250,000 millionaire households — see this EngagingChina story


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