ABC milked its cash cow to death by running it way too often and repeatedly soiling it with brain-drained celebrity contestants.

The network supposedly has learned from these mistakes and is reintroducing “Who Wants to Be a Millionaire” in “amped up” form. The new “Super Millionaire,” with Regis Philbin back as grand inquisitor, has a $10 million top prize, two new “lifelines” and a limited five-night run down the homestretch of the February “sweeps” ratings period.

“Frankly, a million dollars is not what it used to be,” executive producer Michael Davies says in a teleconference. “So we’re upping the ante.”

Premiering Sunday at 9 p.m. EST before shifting to 10 p.m. on Monday, Tuesday, Thursday and Friday, “Super Millionaire” also will re-invest in some of its old tricks. Contestants again will qualify via a phone-in quiz that began on Monday and continues until 3 a.m. Tuesday EST. Call 1-800-999-7878 if you think you’ve got game.

“I would like to see everybody become a winner,” says Philbin, who notes that his salary hasn’t been amped up from what ABC paid him the first time around. “It’s really a thrill to be able to hand someone a check for that kind of money.”

The 10 qualifiers for each “Super Millionaire” edition will warm to the show’s “hot seat” via a “Fastest Finger” elimination round that likewise was a hallmark of the original show. This time, though, Philbin’s first question will be worth $1,000 instead of $100. And contestants who progress to the $100,000 level will be guaranteed of winning at least that much and aided by two more lifelines in addition to the old standbys of “Ask the Audience,” “Phone a Friend” and “50-50.”

The new “Three Wise Men” lifeline allows a $100,000 winner to consult a group of “three brilliant individuals” from academia, journalism and “the triviocracy.” They’ll be sequestered backstage and likely will include some of the old game’s previous $1 million winners, says Davies. And yes, women will be among them.

“Double Dip” gives players two tries at the correct answer. It also inflates the importance of keeping the 50-50 option in play until “Super Millionaire’s” final five questions for $500,000, $1 million, $2.5 million, $5 million and $10 million. Using the 50-50 and Double Dip lifelines on the same question ensures a correct answer, Davies says. Still puzzled? Let’s play along.

Supposed you’re asked, “Which of the following movie titles is the first and last word on who should be allowed to play “Super Millionaire’?”

Your four choices are: “Annie Hall,” “Jerry Maguire,” “Bonnie and Clyde” and “Ordinary People.”

Stumped, you use the 50-50 lifeline and are left with “Annie Hall” and “Ordinary People.” You then use the Double Dip and tell Regis that “Annie Hall” is your final answer. Whoops, that’s wrong. But Double Dip allows you take another crack, and the only remaining answer is the obvious one – “Ordinary People.” Congratulations, you’ve just won anywhere from $500,000 to $10 million, depending on when or if you use these two Lifelines in tandem.

For the record, Davies agrees that the original “Millionaire” “got away from the true heart of the show” by allowing celebrities to compete. Stars were coached up to the $32,000 level, primarily because being clueless might hurt their images.

“A lot of celebrities wouldn’t come near the show if they couldn’t get some help on those early questions,” Davies says.

“I think the audience turned away from the celebrity shows,” Philbin agrees. “They didn’t care to see a celebrity win, even if it was for charity.”

In that context, Davies is asked whether he’s determined to keep celebrities off “Super Millionaire.”

“I can’t give you a blood oath, because it’s not in my hands,” he says.

But would he “fight it vehemently?”

Pause, one-two. “Yeah,” Davies says.

“Super Millionaire” otherwise will have a new set, new music and an updated wardrobe for Philbin, whose dark-hued monochromatic shirts and ties were another of the original’s trademarks.

Davies says it was an effort to make the now 72-year-old host look “fashion forward” in times when that mission was easier accomplished.

“I don’t think Regis wants to walk out in a belly shirt,” he says.

Instead the show will be up against the many and varied fashion statements on HBO’s “Sex and the City,” which has its final episode on Sunday night.

“Let’s cancel it,” Philbin jokes of “Super Millionaire,” adding that his wife, Joy, no doubt will be choosing Carrie Bradshaw and company over him Sunday night.

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SUPER MILLIONAIRE

9 p.m. EST Sunday and 10 p.m. Monday, Tuesday, Thursday, Friday, ABC. Hosted by Regis Philbin. Produced by Michael Davies.1 hr.

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(c) 2004, The Dallas Morning News.

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Regis Philbin

AP-NY-02-18-04 0952EST