Buena Vista, AOL Make 'Millionaire' Interactive

NEW YORK Buena Vista Television is extending the audience participation element in Who Wants to Be a Millionaire to the Web via an initiative that uses America Online’s instant message platform.

When a contestant on the TV game show requests the audience’s help on a question, AOL Instant Messenger (AIM) users who add the “MillionaireIM” screen name to their Buddy List can receive and answer the multiple-choice query via instant message on the Web or their mobile devices.

With the addition of the IM component, a contestant who chooses the “Ask the Audience” option will see the responses of both the studio and virtual audiences.

Buena Vista and AOL will promote registration for the “Ask the Audience” IM component on-air during Who Wants to Be a Millionaire, and on the AIM welcome screen and other areas of the AOL property. Visitors to millionairetv.com who are not already AIM users will receive instruction on how to participate by downloading the free instant message service.