MUMBAI: This is an effort on the part of the action oriented channel AXN to offer viewers a chance to experience the brand on the ground. The channel is calling for entries for the first Asian edition of the reality show The Amazing Race.
Fans who have wondered what it would be like to race against time across countries with only a backpack to one's name will no doubt be eager to sign up.
From 15 February to 15 March, AXN is on the lookout for participants to join the show. Ten to 12 teams will be selected to participate in the race, which will be produced for a 13-episode television series.
In the past the channel has held initiatives like the India Versus Pakistan Challenge and Xtreme Dhamaka. This time though the channel is looking to take things to the next level by having an event that will travel across Asia.
For the uninitiated, the original show, which is in its eight season in the US, sees couples travelling across the world through specified modes of transport. Each couple is linked by a relationship like husband and wife, brother and sister. The winner gets prize money. That will also be the case with the Asian version.
What will add to the excitement on this show is the fact that participants do not know what their next destination is going to be. That information is given to them on the spot. The only sure thing is that at the end of each pit stop the last couple to arrive is eliminated.
Participants must speak English and be at least 21 years old and have a driving licence and international passport. The first pair across the finishing line will be awarded $100,000 in prize money. Still, as AXN has maintained in the past, it is not the prize money that is the main attraction. It is the excitement of being part of something bigger than patricipants could have imagined. So even if one is not successful there is still a sense of accomplishment.
After all the success of the niche English entertainment channels this year will rest on how well they are able to engage the viewer on multiple levels. What The Amazing Race also does is afford the opportunity for brands to get on board in a unique manner. For instance the participants could use a certain brand of mineral water.
Elaborating further on the initiative SPE Asia GM Ricky Ow says, "The Amazing Race Asia fulfills the aspirations of millions of die-hard Asian fans, offering viewers in Asia the chance of a lifetime to be a part of the Race. The series is AXN's biggest original production initiative to date and will span the width of our footprint in Asia. This will not only be in terms of production efforts, but also in terms of the level of participation by Asians, the overall sales and marketing, advertising and promotion campaign for this show.
"I am proud to say that The Amazing Race Asia will truly be a production made in Asia for Asians." Asked for further specifics a channel spokesperson says that details like the destinations and modes of transport are being worked upon.
Entry forms can be downloaded from www.axn-asia.com. Each completed application form to be submitted together with a video tape of the team to the address stated on the website. All information on the race can be found on www.axn-asia.com as well as the individual country websites www.axn-india.com, www.axn-korea.com and www.axn-taiwan.com. Enquiries can be addressed to Amazing_Race_Asia@axn-asia.com.
