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LONDON Interactive TV may be a complicated puzzle to the average viewer, but at its simplest it is already a success -- ITV's back-to-basics "Who Wants to Be a Millionaire."
But calling to become a contestant and phoning a friend when you are is only the beginning. Interactive TV of every shape and form is coming to the box, from e-commerce to e-mail to games to programming.
And nowhere more so than in the U.K., which may prove the testing ground for the world.
The potential cannot be underestimated. Take "Millionaire's" lucrative innovation of deriving its prize fund from callers, after 65 shows garnering a total of $21 million against a payout of …