AXN demonstrates the power of a minute!

AXN India, the action and adventure channel, has launched a new show -"India's Minute to Win It'. The show premiered on the 12th of January 2011 and will telecast every Wednesday and Thursday at 10 PM. The game show will give contestants a chance of a lifetime to win a bumper prize of One Crore Rupees.

The enthusiastic participants stand the chance to win this cash prize while they perform a series of simple yet exhilarating tasks, all within the span of a single minute. Gaurav Kapur, with his quick wit and affability, will host "India's Minute to Win It'. An international sensation already, this show premiered on US television only a few months ago. The Indian version of this hugely successful show is now all set to take the Indian audience by storm.

Rohit Bhandari, Senior Vice President, AXN & Animax (India), told Adgully, " India's Minute to Win It is a fun game show in which anyone can participate and stand the chance to win cash prizes up to Rs. 1 crore. We telecast the international format earlier on the channel and we got some very good responses. Our basic strategy is that we want to provide our viewers with more and more original and homegrown content. The show will cater to a mass audience."

On being chosen as the host, Gaurav exclaimed, "It's always great to work with an exciting channel such as AXN India. I've always loved watching the action packed programming that the channel offers. India's Minute To Win It is going to be a real fun and entertaining show with people doing crazy things and thrilling tasks. I am very honored and excited to host this show and will ensure each and every participant is not only at ease and encouraged while performing the tasks but also feels the thrill while living the biggest minute of his life. Everything that AXN is all about."

The format of the show is very simple; each contestant is presented with a challenge that must be successfully completed within 60 seconds by making use of everyday household items like buckets, empty cans, tooth brush, noodles, pizza tray, etc. Each game has a time limit of a minute and failure to finish the task on time will lead to elimination. Some of the challenges include "Bite Me" - picking up paper bags of different sizes using your mouth; "Blind Ball" - while blindfolded collect 2 balls balanced on card board tubes; "Bottoms Up" - knock over empty cans using Yo-Yo tied to the waist; "Bucket Head" - catch 3 balls in a bucket placed on top of your head.

On completion, the contestant wins the first level worth Rs. 10,000 and advances to the next level. After successfully completing the third and the sixth level challenges, the contestant is guaranteed to leave with no less than the cash award for those levels. The difficulty of the challenge progressively increases throughout the game.

The show was has been extensively promoted through digital media and on ground activities. The channel carried out on-ground activities in malls across Mumbai, Delhi and Bangalore. The show has also been promoted through cross channel promotions. AXN so far has come out with two locally produced properties like AXN Action Awards and Men 2.0. This new show will be the third homegrown content offering by the channel. | By Prabha Hegde [prabha(at)adgully.com]