Who Wants to Be a Millionaire? is a British television quiz show, created and formerly produced by David Briggs, and made for the ITV network. On air since September 1998 and devised by Briggs, the show's format sees contestants taking on multiple-choice questions based upon general knowledge, winning a cash prize for each question they answer correctly, with the amount offered increasing as they take on more difficult questions. If an incorrect answer is given, the contestant will leave with whatever cash prize is guaranteed by the last safety net they have passed. However, a contestant can decline to answer a question, and thus walk away with their full winnings. Contestants are given "lifelines" to help answer questions.