Who wants to be a millionaire? The quiz as quest

The television quiz Who Wants to Be a Millionaire? is a spectacular public phenomenon, attracting up to 14 million UK viewers. It has been licensed abroad in 70 countries, generated catchphrases (including ‘Phone a friend’ and ‘Final answer?’), been published in book form, and regularly crops up in both the news and everyday conversation. Here we look at some of the characteristics of Millionaire in search of clues to its popularity.

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