Have no Fear, Endemol is here

Endemol are a very successful ‘non-broadcaster’ TV programme production company; all of us probably watch at least one of their programmes each week. Big Brother, Who Wants to be a Millionaire, Deal or No Deal, Fear Factor all come from them, plus loads of others across five countries. And now Camelot, the Lottery Operator has hired Endemol as a ‘strategic partner’ to work with them on their bid to operate the third licence, and also to look at the televised lottery draws, Internet sites and lottery-related material that is broadcast. No mention of fee has been made, but anything to do with the lottery is huge. The rename to Lotto advertising campaign in 2002 cost in the region of £28m and gave us the slogan “Don't Live A Little, Live A Lotto". So those of you who find the lottery draws a bit boring, or no longer watch, may be in for a treat.

But another area that Endemol have been asked to look at is the lottery’s internet presence. Not many of us play lottery games online, or buy tickets there, preferring instead to visit high-street outlets and Tesco. But Camelot aims to increase this figure from the current 7% of players by targeting the 18-24 age group.

Meanwhile the much heralded chief executive of Camelot, Diane Thompson, has said she will stay on should Camelot win the bid. Of course if they don’t, she couldn’t but if they do, she’ll stay on until after the UK hosts the 2012 Olympics. The third licence will operate from 2009 to 2019, a ten-year licence instead of the previous seven year ones. Camelot is trying to raise £1.5 billion for the Olympics, and Endemol will be helping them to achieve this.

- 22/01/07