NEW YORK (CNN) - The producer behind the hit TV game show "Who Wants to Be a Millionaire" may be upping the ante.

A television industry source said negotiations are under way between executive producer Michael Davies -- who rose to fame after "Millionaire" became a hit on the ABC TV network -- and the WB network to bring a two-hour live special to the network this fall, with the top prize being $1 billion. The source said the deal is expected to close shortly.

Entertainment trade paper Variety reported that the program will be produced and promoted with PepsiCo Inc. (PEP: down $0.03 to $38.98, Research, Estimates), and that "insiders" likened the show to a real-life "Willy Wonka." Contestants, according to Variety, would land a spot on the show if they happen to purchase one of a few specially marked Pepsi products. Pepsi had no comment.

In the book and movie "Willy Wonka and the Chocolate Factory," children who bought lucky bars of candy won, supposedly, a lifetime supply of chocolate.

WB and CNN/Money both are subsidiaries of AOL Time Warner (AOL: down $0.34 to $10.30, Research, Estimates). ABC is an unit of Walt Disney Co. (DIS: down $0.09 to $16.26, Research, Estimates).