"TV programmes which invite viewers to call premium-rate numbers may have to be run as lotteries  

Viewers call a premium-rate number hoping to win £100,000 for answering a simple question
 
INTERACTIVE quiz channels such as ITV Play could be shut down amid a surge in complaints, investigations by regulators and fears that callers are running up crippling telephone bills "


See   http://www.timesonline.co.uk/article/0,,2-2332385,00.html