SINGAPORE: Looks like weaving in interactive elements to popular TV formats for the growing number of digitally savvy audiences is the next trend to keep a show going. The new interactive version of Who Wants to be a Millionaire (KBC in India), a popular format devised by David Briggs, is not just helping the show retain a prime time but even raking in moolah.

At a packed auditorium on Wednesday morning, HTTV France Sales & Marketing director Jean Christopher Jubin said, "The show has had its run in countries like UK, France and Italy for a long time now. But the last three years, the ITV version of the show, with weaved in multi-media elements is what has helped retain the popularity of the show."

What really is the ITV version of the show? On the digital sets, viewers can participate in the show. Though they can't really win a million by answering multiple-choice questions but can make at least 1000 Euros per week just sitting at home. The UK ITV version of the show has a multimedia theme version, synchronized version where viewers can respond and interact with the host at the same without disturbing the ongoing game.

When queried on the business proposition and the heavy cost incurred for weaving in the interactive elements, Jubin said, "Audiences either pay for the model or then pay per time (i.e the time they play the game for). The revenue streams are also being generated as a result of a tie-up between broadcasters, producers and operators where you can charge for pay per play.

Currently the ITV version of the popular format has generated more than 2.5 million SMSs on an average per session and can earn up to 3 to 4 euros per person. So, with the digital homes in Europe the revenue will continue to see a upward trend.