MUMBAI: The popular international television format Who Wants To Be A Millionaire? has been adopted by Italian television for an interactive game show. HTTV, Celador International and Sky Italia have partnered up to launch the Italian version of the show on Sky Italia.

Subscribers to Sky Italia in Italy will now be able to take the hot seat at any time of day and play an interactive game based on the hit television quiz. Interactive players can ask the audience, phone a friend or take a 50:50 as they climb the money tree to the million Euro question, states an official release.

In 2003, HTTV launched with eTF1 (first French Channel) and TPS (2nd French satellite operator), the French version of the game where it continues to be a large success in France.

"The iTV version of the most popular TV show ever was a huge success in the UK and in France and will undoubtedly be a success in Italy. HTTV and Celador International will extend this partnership to other significant digital TV operators which will provide great revenue opportunities to both companies," states HTTV sales & marketing director Jean-Christophe Jubin.

Interactive Media head Selma Turajlic says, "HTTV's Sky Italia version of the interactive Who Wants To Be A Millionaire?game is another example of how this hugely successful TV quiz format continues to grow into a global digital brand."