2waytraffic

2waytraffic

Company type	Private
Industry	Television production
Founded	2004 (2004) in Hilversum, Netherlands
Founder	Kees Abrahams, Unico Glorie, Taco Ketelaar, Henk Keilman
Defunct	2012 (2012)
Fate	Acquired by Sony Pictures Entertainment and rebranded as Sony Pictures Television International Formats
Headquarters	Hilversum , Netherlands
Area served	Europe, United States
Key people	Ed Louwerse (head of 2waytraffic International under Sony)
Products	Interactive phone-in quiz programs (Play, Garito, Game On), game show formats including Who Wants to Be a Millionaire?
Parent	Sony Pictures Television (from 2008)

2waytraffic was a television production firm based in Hilversum, Netherlands. Established in 2004 by ex-Endemol executives Kees Abrahams, Unico Glorie, Taco Ketelaar, and Henk Keilman, the company maintained offices in London, New York, Budapest, Stockholm, and Madrid.

The organization was known for producing interactive phone-in quiz programs such as Play, Garito, and Game On, where participants dialed premium-rate lines for opportunities to win monetary rewards.

History

In 2006, 2waytraffic broadened its scope through the acquisition of three companies: Emexus, a platform specializing in mobile marketing and entertainment technology; Intellygents, a content creation firm; and most notably Celador International, whose extensive program catalogue included the worldwide Who Wants to Be a Millionaire? franchise, acquired on December 1.

Celador International Limited was renamed 2waytraffic International on March 14, 2007.

Sony era

On June 4, 2008, Sony Pictures Entertainment's subsidiary 2JS Productions purchased 2waytraffic. Subsequently, on September 29, 2waytraffic assumed distribution responsibilities for entertainment formats from SPTI.

By April 1, 2009, Sony Pictures Entertainment unified its domestic and global television divisions—including 2waytraffic, Embassy Row, Starling, Teleset, and Lean-M—under the Sony Pictures Television (SPT) umbrella. At this point, Sony Pictures Television International ceased active operations and exists primarily as a nominal entity.

In April 2012, the company was rebranded as "Sony Pictures Television International Formats," with the original logo replaced by the Sony Pictures Television emblem on internationally licensed productions by 2013. The 2waytraffic label was retired and now functions solely as a nominal division within Sony Pictures Television. Ownership of 2waytraffic's format copyrights resides with CPT Holdings, Inc., affiliated with Sony Pictures Television.

2waytraffic International, Sony Pictures Television

Previously known as Celador International, this division manages ownership, distribution, licensing, and operation of over 200 game show formats—including Who Wants to Be a Millionaire?—across markets such as the United States, United Kingdom, Eastern Europe, and Nordic countries. After acquisition by SPE, it was renamed 2waytraffic International under Sony Pictures Television leadership with Ed Louwerse at the helm.

Emexus Group

Emexus is a mobile technology company acquired by 2waytraffic on June 13, 2006. It was later rebranded as 2waytraffic Mobile.

Intellygents

Founded in 2002 by former Endemol staff Kirsten van Nieuwenhuijzen and Mark van Berkel, Intellygents was purchased by 2waytraffic on July 11, 2006. The firm specialized in smart entertainment formats including That's the Question, Take It or Leave It, The Greatest Royalty Expert, and 50-50, which is derived from Who Wants to Be a Millionaire?.

Following Sony’s majority acquisition of Tuvalu Media in 2010, Intellygents was merged into Tuvalu. In December 2013, Tuvalu’s management team along with financier Karmign bought out Sony’s remaining 60% share. By that time, the Intellygents brand had been discontinued although its program formats continued under Tuvalu’s portfolio.