Interactive gaming, a $20 billion business, is being eyed by U.S. TV networks. With successful shows already offered in Europe, TBS this week rolls out "Midnight Money Madness," a series that offers cash prizes for playing along via the Internet, text message or telephone.

It will run Monday through Thursday at midnight, with separate live versions for each coast. Viewers register their phone numbers through premium text message, call-in or online. Then the hosts call them for a chance to play picture and word games live on air. In addition, random celebrities will drop by the show.

As the first of its kind in the U.S., the program has the potential to finally give the network a flagship. Although its repeats of sitcoms continue to do well, TBS has yet to launch a really successful new show since its comedy rebranding a few years back.

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