Andy Smith writes "British production company Celador is to launch an Internet version of Who Wants To Be A Millionaire? as reported in this BBC story. This may interest Slashdot readers because the online competition, which will be free to enter, will feature "e-mercials". It's commonly accepted nowadays that the Net's traditional forms of advertising (banners, pop-ups and spam) have a very low success rate, so it seems inevitable that the next step is interruption-based advertising, which has worked fine for TV and radio. The Millionaire web site will display 7 second ads between rounds, and the player must watch them before continuing. E-mercials couldn't arrive in a more high-profile way, so once the online version of Millionaire launches we can expect to see similar ad systems used all over the web." Actually, rollouts of this have already been attempted - the media agencies called them "interstitals" and they are supposed to be 5 seconds between pages or so. Some of the drive behind this is that selling interruption-based ads is easier, because the media buyers who bought TV/radio ads are well familar with them.