NTL-backed Two Way is expected to take control of the channel, which currently buys in games, and eventually re-brand the service as Two Way TV. The deal is believed to run for five years.
Two Way will provide games 'off-the-shelf', including quiz shows, TV puzzles and scheduled prize winning games. The outfit has struck a number of content deals recently, including rights to formats such as Channel 4's Crystal Maze and BBC 1's Antiques Roadshow.
Currently running for free, the prize-winning games would in the future cost up to£2 per game played, with the broadcaster and Two Way splitting the revenues.
Longer term, live enhanced versions of TV formats are planned where multiple players attempt to answer questions in competition with both other players and TV contestants.