Copyright MediaConnex Asia 2017
William Lim

ATF Formats Winner Announces First Commission

XTREME Media’s winning pitch at last year’s ATF Formats Pitch lands commission at Singapore’s Free-to-Air Malay Station

Independent distributor all3media international announced the first local commission for new format Hit It from XTREME Media, the winning format at the inaugural ATF Formats Pitch.

A local adaptation of Hit It has been commissioned for Mediacorp Suria, a leading free-to-air Malay channel in Singapore. Known locally as Hentam Sajalah (Hit It), the 8 x 1-hour series will be produced by Singapore-based XTREME Media, and will debut in February 2018 on Suria. The format sees two teams competing against each other in a series of comedic challenges that put a hilarious, high-pressure spin on sports.

The deal follows its win at the all3media international-sponsored ATF Formats Pitch in 2016, the competition designed to discover innovative concepts for new and original non-scripted entertainment formats from the pan-Asian region – and which returns at this year’s ATF, again with all3media international as sponsor.

William Lim, Executive Producer at XTREME Media, said “We are very happy that our concept has won the ATF Formats Pitch and we look forward to working with all3media to develop this fun and entertaining format together. We certainly hope that Hit It will turn out to be a big hit with the audiences at Suria.”

Hit It was selected as the winning format by a panel of industry-renowned judges, chaired by Sabrina Duguet, EVP Asia Pacific at all3media International, and won a prize worth S$20,000, and the opportunity to partner with them to develop the format for pitching to global broadcasters.

Duguet added “Hit It is a highly entertaining format with universal appeal and we’re confident it will be very well received by a wide range of viewers in Singapore.”

ATF is co-located with ScreenSingapore and the Southeast Asian Film Financing Project Market, and is part of the Singapore Media Festival (SMF).

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