Celador opens unit for branded entertainment

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[London] Celador International, the U.K.-based programming and consumer-products-licensing company that created "Who Wants to Be a Millionaire?," is adding a branded-entertainment division called Brand Alliances. Mat Freer, a former TV-format creator and ad-agency account director, will head the unit. Mr. Freer said that given the restrictions on product placement on U.K. TV, Brand Alliances will focus on the international market outside the U.K. "The U.S. will hopefully offer many opportunities," he said.

Adrian Woolfe, Celador International's managing director, said, "Having built the biggest entertainment brand in the world through the strategic licensing of `Who Wants to Be a Millionaire?' across television, interactive media, promotions and consumer products, we believe we are well positioned to assist other brand owners to exploit their rights to generate revenue, build audience share and brand loyalty." Celador launched "Who Wants to Be a Millionaire?" in the U.K. in 1998 and sold the show in more than 100 countries. In Venezuela and Chile, the program was licensed directly to Procter & Gamble, and Celador has also worked with McDonald's on "Millionaire" promotions.

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