MUMBAI: Global television format creator and distributor Endemol will acquire a 51 per cent stake in Germ, an interactive television format firm Callactive.

It has also launched a new participation TV show in the US. The transaction in Germany is subject to the approval of the German anti-trust authorities. Endemol has options to further increase its stake in the future.

Callactive specialises in call TV interactive television formats in Germany and Switzerland. Its customers include Viva Plus (Germany). Callactive is located in Munich and will serve as Endemol’s call TV platform for German speaking countries/areas. Callactive will continue to operate under the same name, headed by its current MD Stephan Mayerbacher.

Meanwhile in the US, Endemol has launched a live participation TV show called Midnight Money Madness. The two-hour show went to air two weeks ago. This is the first time Endemol has brought its interactive television experience to viewers in the US.

Endemol digital media director Job van Wagensveld says, “With the acquisition of 51 per cent of Callactive in Germany and the launch of Midnight Money Madness in the United States we are adding two important new territories to our participation TV activities. We are now operating successfully world wide in over 25 countries with more to come. We are very pleased with these developments and expect to grow our leading position in this business further in the coming years.”