Celador looks out-of-house for next Millionaire

Who Wants to be a Millionaire creator Celador is looking to tie-up a raft of coproduction/distribution deals with rival indies in a bid to emulate the success of the worldwide quiz hit.

For the first time the group's commercial arm, Celador International, is looking to use its expertise to develop and exploit other production companies' formats.

The indie is negotiating with several UK companies regarding a number of entertainment formats, and is also expected to extend its search abroad.

Celador's commercial director Adrian Woolfe told C21: {We are looking for two or three formats which we are as passionate about as if we had created them ourselves.

{We've spoken to a number of non-Celador production companies in the UK about using the skills and experience we have developed through Millionaire, and they have been very receptive.

{But we have to be choosy. Millionaire generated a huge amount of goodwill from international broadcasters, but we have to be careful what we put out into the market place, because that goodwill won't last forever.{

Potential tie-ups are expected to include quiz shows, gameshows, and reality TV formats. Celador would look to assist in a number of ways, from executive producing to distribution and merchandising.

Previously, Celador International only represented programming from the Celador Productions stable. Thanks to the success of Millionaire, it currently has 106 broadcast partnerships around the world.

Celador's Millionaire follow-up on ITV, The People Versus, failed to repeat its success, but still made it as one of the UK finalists at this year's Golden Rose Festival in Montreux, announced this week.