|In-name-only unit of Sony Pictures Television|
|Founded||Hilversum, Netherlands (2004)|
|Founder||Kees Abrahams, Unico Glorie, Taco Ketelaar and Henk Keilman|
New York, USA
Kuala Lumpur, Malaysia
|Products||Who Wants to Be a Millionaire?|
|Total assets||€301,747,019 (2006)|
|Total equity||€104,014,193 (2006)|
|Owner||Sony Pictures Entertainment (Sony)|
Number of employees
|Slogan||Converting viewers into customers|
2waytraffic is a television production company based in Hilversum, Netherlands. It was established in 2004 by former Endemol executives Kees Abrahams, Unico Glorie, Taco Ketelaar and Henk Keilman. It currently has offices in London, New York, Budapest, Stockholm, and Madrid.
The company expanded significantly in 2006 with three acquisitions, beginning with the mobile solutions provider Emexus in June and then the content developer Intellygents in August. 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? franchise, on December 1, 2006.
On March 14, 2007, Celador International Limited was relaunched as 2waytraffic International.
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, Starling, Teleset, and Lean-M. Sony Pictures Television International now operates in-name-only.
In April 2012, it became "Sony Pictures Television International Formats", with the 2waytraffic logo immediately being replaced by the Sony Pictures Television logo on internationally licensed shows. It's currently an in-name-only unit of 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, UK, Eastern Europe, and Nordic. After SPE acquired 2waytrafic, the international subsidiary became 2waytraffic International, Sony Pictures Television, and was headed by Ed Louwerse.
This is a mobile solutions group acquired by 2waytraffic on June 13, 2006, which is now 2waytraffic Mobile.
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 Millionaire's 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.
List of programs
- Who Wants to Be a Millionaire? (UK Version, 1998–2014)
- Who Wants to Be a Millionaire (American Version, 1999–Present) (1999-2007 Celador International, 2007–present 2waytraffic) (Owner of the program) (produced by Valleycrest Productions and distributed by Buena Vista Television 2002-2007, Disney-ABC Domestic Television 2007–Present)
- Winning Lines (1999–2004)
- The People Versus (2000–2002)
- Brainiest (2001–2002)
- Grand Slam (2003)
- You Are What You Eat (2004–2007, 2009)
- That's the Question (2006–2007) (co-produced by Scott Sternberg Productions)
- Take It Or Leave It (2006–2008)
- Last One Standing (2007–2008)
- All-Star Mr. & Mrs. (2008–2010)
- Pyramid (Australian version, September 1, 2009–Present)
Notes and references
- 2 Way Traffic N.V. Acquisition of Emexus Group B.V., 2waytraffic.com
- Acquisition of Intellygents B.V. strengthens 2waytraffic’s prime time TV offer, 2waytraffic.com
- 2waytraffic wants to be 'Millionaire', backstage.com, Retrieved on May 25, 2012
- "Toy News" New owners take on Celador International and Millionaire brand, toynews-online.biz, Retrieved on July 7, 2012
- "Telecompaper' CIL re-launches as 2waytraffic International telecompaper.com, Retrieved on December 24, 2012
- Stuart Levine "Variety" Sony Pictures acquires 2waytraffic, variety.com, Retrieved on June 19, 2013
- Michael Rosser "Broadcast" 29 September 2008 2waytraffic to distribute Sony formats broadcastnow.co.uk, Retrieved on August 3, 2013
- Sony combines TV units, chollywood.org
- "Telecompaper"2waytraffic acquires Emexus Group telecompaper.com, Retrieved on July 3, 2013
- "Broadcast Now" 2waytraffic acquires format creator broadcastnow.co.uk, Retrieved on July 3, 2013
- 2waytraffic Acquires Intellygents wskogee1.kogee.net, Retrieved on July 3, 2013
- "Intellygents | Tuvalu Media". Retrieved 29 March 2014.
- "Tuvalu Media management buys out Sony, co-founder exits". TBI Vision. December 16, 2013. Retrieved September 14, 2014.
- On December 2006, 2waytraffic acquired Celador's television properties, including the Who Wants to Be a Millionaire franchise. On January 2007, Celador International was merged with and reincorporated as 2waytraffic International. The closing logo of 2waytraffic was added in September 2007, and SPE acquired 2waytraffic in 2008. It has been used only on the syndicated version.