2waytraffic is a

television production A television show – or simply TV show – is any content produced for viewing on a television set which can be broadcast via over-the-air, satellite, or cable, excluding breaking news, advertisements, or trailers that are typically placed be ...

company based in Hilversum,

Netherlands ) , anthem = ( en, "William of Nassau") , image_map = , map_caption = , subdivision_type = Sovereign state , subdivision_name = Kingdom of the Netherlands , established_title = Before independence , established_date = Spanish Netherl ...

. It was established in 2004 by former Endemol executives Kees Abrahams, Unico Glorie, Taco Ketelaar, and Henk Keilman. It currently has offices in

London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...

, New York,

Budapest Budapest (, ; ) is the capital and most populous city of Hungary. It is the ninth-largest city in the European Union by population within city limits and the second-largest city on the Danube river; the city has an estimated population ...

, Stockholm, and

Madrid Madrid ( , ) is the capital and most populous city of Spain. The city has almost 3.4 million inhabitants and a Madrid metropolitan area, metropolitan area population of approximately 6.7 million. It is the Largest cities of the Europ ...

. 2waytraffic also produced a number of

phone-in quiz shows In broadcasting, a phone-in or call-in is a programme format in which viewers or listeners are invited to air their live comments by telephone, usually in respect of a specific topic selected for discussion on the day of the broadcast. On radio ( ...

like Play, Garito and Game On where viewers could call to a premium-rate phone number for a theoretical chance to earn cash prizes.

History

The company expanded significantly in 2006 with three acquisitions, beginning with Emexus, which provides a technology platform for content aggregation and service and applications delivery in the fields of mobile marketing, mobile entertainment and mobile Internet, in June and then the content developer Intellygents in August.2 Way Traffic N.V. Acquisition of Emexus Group B.V.
, 2waytraffic.comAcquisition of Intellygents B.V. strengthens 2waytraffic’s prime time TV offer
, 2waytraffic.com The most notable acquisition, however, was that of the rights of the UK company Celador International and its programme library, including the international ''

Who Wants to Be a Millionaire? ''Who Wants to Be a Millionaire?'' (often informally called ''Millionaire'') is an international television game show franchise of British origin, created by David Briggs, Mike Whitehill and Steven Knight. In its format, currently owned and l ...

'' franchise, on December 1, 2006. On March 14, 2007, Celador International Limited was relaunched as 2waytraffic International.

Sony era

On June 4, 2008, 2waytraffic was acquired by 2JS Productions, a subsidiary of Sony Pictures Entertainment. On September 29, 2waytraffic became the distributor of the entertainment formats by SPTI. On April 1, 2009, Sony Pictures Entertainment consolidated its US and international television companies under the SPT roof such as: 2waytraffic,

Embassy Row Embassy Row is the informal name for a section of Northwest Washington, D.C. with a high concentration of embassies, diplomatic missions, and diplomatic residences. It spans Massachusetts Avenue N.W. between 18th and 35th street, bounded by ...

, Starling, Teleset, and Lean-M. Sony Pictures Television International now operates in-name-only.Sony combines TV units
, chollywood.org In April 2012, it became "Sony Pictures Television International Formats", with the 2waytraffic logo being replaced in next years by the Sony Pictures Television logo on internationally licensed shows. It's currently an in-name-only unit of Sony Pictures Television, with copyrights to 2waytraffic's formats currently being assigned to CPT Holdings, Inc., one of the companies behind Sony Pictures Television.

Companies by 2waytraffic

2waytraffic International, Sony Pictures Television

Formerly Celador International, this company owns, distributes, licenses, and operates over 200 game show formats such as ''Who Wants to Be a Millionaire?'' in the

United States The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America. It consists of 50 states, a federal district, five major unincorporated territori ...

, UK,

Eastern Europe Eastern Europe is a subregion of the European continent. As a largely ambiguous term, it has a wide range of geopolitical, geographical, ethnic, cultural, and socio-economic connotations. The vast majority of the region is covered by Russia, whic ...

, and Nordic. After SPE acquired 2waytrafic, the international subsidiary became 2waytraffic International, Sony Pictures Television, and was headed by Ed Louwerse.

Emexus Group

Emexus is a mobile solutions company acquired by 2waytraffic on June 13, 2006, which was later renamed as 2waytraffic Mobile.

Intellygents

Intellygents was established in 2002 by former Endemol employees Kirsten van Nieuwenhuijzen and Mark van Berkel, and acquired by 2waytraffic on July 11, 2006. It is a creative developing company for intelligent entertainment, with formats such as ''That's the Question'', '' Take It or Leave It'', ''The Greatest Royalty Expert'' and ''Who Wants to Be a Millionaires first spin-off game show '' 50:50''. In 2010, following Sony's acquisition of 60% of Tuvalu Media, Intellygents was integrated into that company. In December 2013, Tuvalu's management joined forces with financing firm Karmign to acquire SPT's 60% stake in the company. The Intellygents brand had by then been retired, though its formats remain with Tuvalu.

References

{{Sony Corp Television production companies of the Netherlands Sony subsidiaries Sony Pictures Entertainment Sony Pictures Television Sony Pictures Television production companies Pan-European media companies Dutch companies established in 2004 Mass media in Hilversum Mass media companies established in 2004