ARIZONA: The reality TV genre has proved a boon for Fox. Over 18 million viewers watched the first episode of Joe Millionaire.. Now the network is looking to make the genre more physical and action oriented in what has been pegged as television's biggest payday

The Best Western $10 Million Challenge is being pushed as the ultimate sports fantasy. Best Western is a worldwide hotel chain. The event will give ten average Joes the opportunity to each win $1 million, by successfully completing a challenge in one of four sports: baseball, football, basketball, or golf.

The event will take place at the Wells Fargo Arena on the campus of Arizona State University. It will air on 26 July on the Fox Network (4:30 pm, ET; 4:00 pm, PT). The show will be co-hosted by Fox television personalities James Brown and Jillian Barberie and produced by Intersport.

The prize structure is another innovation that the programme will boast of. Prizes will be awarded in varying degrees -- for example, a contestant in the basketball challenge could choose a lay-up ($5,000), free-throw ($25,000), an NBA three-point shot ($100,000), or a 35-foot shot ($1,000,000!).