Celador International to Relaunch at MIPTV

LONDON, March 13: Celador International will relaunch as
2waytraffic International at MIPTV, following its acquisition by the Dutch
content producer and distributor 2waytraffic.

2waytraffic
International now represents the Who Wants To Be A Millionaire? format, as well as other Celador titles like
You Are What You Eat, Brainiest and Hypnotic World. The combined operation will be based in Hilversum and in London, at
the existing Celador International offices. The division is headed up by former
Endemol executive Ed Louwerse. 2waytraffic International was established last
December for the worldwide exploitation of the entire 2waytraffic catalogue,
except for those territories in which the company has local operating
companies, such as the Benelux, the U.S., Eastern Europe and the Nordic
region.