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Italian deal for 2way’s 50-50 format

Gameshow format 50-50, which Dutch distributor 2waytraffic spun out of global quiz hit Who Wants to be a Millionaire?, has found its terrestrial home in Italy.

Mediaset has greenlit a series of 50-50 to be produced by Mediaset-backed Endemol’s Italian production arm. Mediaset also airs the Millionaire format.

The new format – based on one of the ‘lifelines’ in Millionaire – will air on the broadcaster’s Canale 5 at the end of April in a daily timeslot stripped across the week. It will be presented by Millionaire host Gerry Scotti.

Launched last Mipcom, 50-50 has already been commissioned by Japan’s Fuji TV for airing later this month, while Mega Channel in Greece has commissioned a daily version of the show to launch in autumn 2008.

“We are proud to be the first country in Europe to air 50-50,” confirmed Endemol Italia producer Laura Tombolini.

Meanwhile, the Sony Pictures Entertainment takeover of 2waytraffic is still awaiting shareholder approval. The deal would give Sony control of all 2way formats, including Millionaire, 50-50, Brainiest and You Are What You Eat.



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