[tellyblues]

It's clear Chris Tarrant was referring to (or trying to make it appear) the show being live as opposed to the context of the contestant playing the game live otherwise presenters would say it all the time, but the reason they don't is because people don't need reminding of the simple fact that something is happening in a particular moment. WWTBAM were promoting the show as being live so that's why "live" was used.