MUMBAI: International format distributor Distraction Formats has announced its partnership with IRM (Interactive Rights Management Limited), an independent interactive rights and exploitation company.

"By joining forces with IRM, we can offer clients producing our formats a lot more value for their entertainment investment,” said Distraction Formats CEO Michel Rodrigue.

IRM will consult on a number of formats represented by Distraction Formats with an aim to adding value to local productions and maximizing the interactive potential of the product. Founded by the award-winning team responsible for the global interactive success of Who Wants To Be A Millionaire, IRM leverages the deployment of paid-for interactive consumer services across a number of interactive platforms, from mobile and fixed line telephony to Internet and interactive TV.

"The rapid rate of technological evolution continues to drive each of these platforms, enhancing its capabilities, accessibility and penetration level. As a result, the possibilities are virtually limitless," said IRM director Valérie Bozzetto - Schenowitz.

Amongst early projects being worked on by the new team is Dirty Rotten Cheater, the game show in which six players answer survey-style questions. One of the players has secretly been fed all the answers, and the other five try to unmask the "cheater". The format features suspense, comedy - and a number of interactive opportunities. The interactive strategy for the format, which aired in India on Star One as Bluff Master, will manage the exploitation of the brand on all platforms.