Producers of the British version of Who Wants to Be a Millionaire have touched off a ruckus over their decision to hike the cost of phoning in to get on the show to £1.20 ($1.90). The producers said that the added revenue will help cover the costs for additional cash prizes as the show expands from a half hour to a full hour.

Asked by the London Star about the additional telephone charge, a spokesperson for the British TV watchdog ITC said, "If viewers are informed of the cost, we wouldn't get involved." In the U.S., would-be contestants were initially required to pay $1.50 to dial a 900 number to play "the first round." Last November, ABC switched on a toll-free line.

Source: Studio Briefing