Organisation: Celador

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Analysis and commentary by Echo Research.

Expect a rugby scrum in Cannes this week as TV execs from around the world attempt to land the jackpot by buying the worldwide rights to Who Wants To Be A Millionaire?, the British television show hosted by Chris Tarrant and owned by Ulsterman Paul Smith and comedian Jasper Carrott. Credited with " transforming the fortunes of ITV within months of its launch"(Daily Express, 31 March), the global phenomenon spawned a host of successful format shows that have been sold around the world. Still popular in some of the 105 (or sometimes 106) countries including India and Tunisia, Millionaire recently has " lost lustre in both the UK and US" (The Times, 31 March).

The sale is the first time an entire TV 'format' and all back catalogue and tie-ins has been staged. The Mirror gave the lowest estimate of sale value at £40million and The Times the highest at £150million. Consensus appeared to be around £50 million, more than the £45million given away to winners in the UK since 1988, and plenty enough for Paul Smith to " allow himself more leisure time" (Various) and " buy a boat in the South of France"(The Times, 31 March). If he's quick he could probably find mooring space in Cannes this week.