Interactivity seems to be the buzzword for MAX during the ICC Champions Trophy 2004. The channel has launched a mobile game titled Kapil's Challenge apart from downloadable ringtones. This comes in addition to its on-air cricket presentation Extraaa Innings, which has been packaged in a snazzier avatar with more fun and entertainment included.

The last two years were spent in popularising the concept of Extraaa Innings and the challenge this year for the channel has been to raise the bar.

An Extraaa Innings music video is the highlight of MAX's cricket programming strategy this year with the number doing the rounds across a spectrum of channels including B4U Music, CNBC-TV 18, India TV and SS Music. The video can also be seen on local cable channels and can be heard on private FM stations too.