Noel: Contestants need Deal cash
Noel Edmonds has said Deal Or No Deal reflects the tough financial position many people are now in.
The gameshow presenter told Broadcast magazine contestants' aims for the top prize money had changed over the years.
He said: "When it started seven years ago, contestants spoke about spending any winnings on a luxury like a sports car or a trip to Florida.
"Now we have a lot of people who are unemployed and the money is really important."
Noel also said he had just recorded a "heartbreaking" episode in which the mum of a child who needed round-the-clock care took too much of a gamble and went home with 10p instead of the £5,000 on offer.
He said he didn't know how long he would carry on with the Channel 4 show, but "if the day comes when I think, 'Oh God, do I have to get to that studio?' then I will get on the phone to [production company] Endemol."