SINGAPORE/MUMBAI: Asia TV Forum & Market (ATF) and all3media International, the distribution arm of the UK’s leading TV production group, yesterday announced that Singapore-based production company, Xtreme Media, has won the inaugural ATF Formats Pitch competition, walking away with a prize worth S$20,000 from all3media International. ATF is the region’s leading entertainment content event, is the platform of calibre to acquire knowledge, network, buy, sell, finance, distribute and co-produce across all platforms.

With the tagline “New Ideas. New Talent. New Formats.”, ATF Formats Pitch is the premier Asian pitching competition for creators and producers of innovative concepts for new and original, non-scripted entertainment formats. This platform showcases the best of Asia, and exposes ideas for export and development within and even outside of the region.

all3media International CEO Louise Pedersen, and Reed Exhibitions managing director (Singapore, Malaysia and Indonesia) Michelle Lim, presened the cash prize for ATF Formats Pitch 2016, to Xtreme Media executive producer William Lim.

Introduced for the first time this year, ATF Formats Pitch 2016 received entries representing nine countries – Australia, China, Hong Kong, India, Malaysia, Singapore, Taiwan, Ukraine and USA. Earlier today, five finalists from China, Malaysia, Singapore and Ukraine pitched their concepts at a live judging session, to a panel of illustrious television format experts.

The winning format, “HIT IT”, stood out amongst competitors for its originality, creativity, innovation and ability to be adapted across the world. Planned as a weekly series, each episode will feature two teams. Produced by competing against each other in a series of comedic challenges that put a spin on sports. With many hilarious high-pressure moments, the game show hopes to entertain viewers with non-stop action of amusing, yet astonishing feats.

William Lim said, “Participating in the inaugural ATF Formats Pitch has been an eye-opener, with many participants sharing new format ideas that we have never explored before. We are honoured to have won the first-ever ATF Formats Pitch as we now have the opportunity to work with a well-established format distributor, all3media International, to further develop our concept.”

With the S$20,000 prize – comprising a $3,500 cash award and $16,500 customised consultancy package – Xtreme Media will be working with all3media in the coming months to develop “HIT IT”, readying it for pitching to broadcasters.