http://media.guardian.co.uk/site/story/0,,1928028,00.htmlIt's a pitch from broadcasters so familiar it barely registers - a reality show with a twist. But Secret Millionaire, a new Channel 4 show from the makers of Wife Swap, is genuinely different. For a start there are no prizes and it costs contestants up to £50,000 each to take part.
Not for them the promise of tabloid infamy or the lure of profitable spin-offs and book deals. Instead, they are forced to live on the breadline and give their own money away.
"It's the first show in the world where you have to guarantee to give £40,000 or £50,000 away to get on it," promises Stephen Lambert, executive producer of the programme for RDF.
But Secret Millionaire could match the fury provoked by its Bafta-winning predecessor Wife Swap when it first aired in 2003 and newspapers called it "an abuse of TV's Godlike power". Some charities will complain that the show is exploitative and an inefficient means of redistributing wealth among those who most need help.