Via "Lady Fifibelle" on UK-WirelessMarketing, : "According to Jamie Cason, executive producer at BBCi, which commissions the work, the project, which has cost £100,000 of licence-fee money, is 'extending the reach of TV shows' and 'exploring the different ways in which people engage with TV'."

I had a play of the game after watching the show last week, and whilst it's quite impressive, £100k seems... err "generous" ;)