Mumbai: Marathi general entertainment channel ETV Marathi is gearing up to launch a new game show titled Divided on 30 July.

Having acquired the format from Talpa Distribution, the show is being produced by Endemol India for the channel.

Divided will air every Monday and Tuesday at 9.30 pm, and will be hosted by Marathi cinema and television personality Adesh Bandekar.

Endemol India CEO Deepak Dhar said, "Divided in our view marks the coming of age as far as regional game shows go. We are particularly excited of it airing on ETV Marathi, as we are certain that the zest and fervour of the show will appeal to a mass audience that the channel caters to. We at Endemol are constantly looking at beefing up our regional content and Divided is a significant step in that direction."

ETV general manager Prasanjit Singh Roy added, "It has been our persistent endeavour to give differentiated content to our viewers. After tremendous response of our previous shows like WOW, High Tension and DNA we are once again coming with a unique game show Divided which will be hosted by popular anchor Adesh Bandekar. We are confident that Divided and Adesh will spell Magic once again at 9.30 pm on every Monday and Tuesday."

Divided is a format created and developed for television by Talpa, the company of media entrepreneur John de Mol. This game show has been running in UK, Slovenia, Estonia, Korea, Italy, Chile, Netherlands Turkey and Malta.

"We are very excited with the response received for Divided world over. This game show has been running successfully in many regions and we are happy that the Indian audiences will now get to experience this exciting and nerve-wracking game show," Talpa Distribution managing director Maarten Meijs added.

Each episode of the show will see three contestants come together in a race against time to win cash prizes. The episode will unveil a set of 13 questions that increase in value but are bound by time. With every second that ticks away, a part of the available cash prize is lost. The contestants, instead of playing against each other will have to arrive at common consensus within a stipulated time frame to accumulate the cash prize. To win Divided, the contestants must make a unified decision at all times.