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2 Way Traffic Buys Rights to `Who Wants to Be a Millionaire'

By Mark Herlihy

Dec. 1 (Bloomberg) -- 2 Way Traffic NV agreed to buy the rights to the television game show ``Who Wants to be a Millionaire' for 106 million pounds ($209.2 million).

The acquisition includes Complete Communications Corporation Ltd., Knight Whitehall Productions Ltd. and The River Studio Ltd., which owns the business, assets and rights to the game show, 2 Way Traffic said today in a Regulatory News Service statement.

The acquisition also gives Hilversum, Netherlands-based 2 Way Traffic the format library of production company Celador International Ltd., which includes 30 television program formats, including ``Mr and Mrs' and ``You are What You Eat,' the company said.

The company was founded in 2004 by former executives of Endemol NV, which produces television shows including ``Big Brother' and ``Fear Factor.'

To contact the reporter on this story: Mark Herlihy in London at [e-mail] .