Aaj Tak is offering a huge reward to its viewers on the occasion of its 4th anniversary on 31st December 2004. The Aaj Tak Anniversary contest started on the 20th of December and will run till the 30th of December and has already received an overwhelming response from its viewers. This is another interactive initiative from Aaj Tak in series of such initiatives introduced by Aaj Tak in the last 3 years. The objective is to use the occasion of Aaj Tak's anniversary and the New Year to involve viewers in an exciting contest, which compliments this season of celebration and splendour.

The prize being offered in the contest is an exclusive 11-lakh diamond set which can be won by a single winner. The contest is based on the reverse auction format, wherein the lowest unique bid is the winning entry.

To participate in this contest, a viewer needs to SMS BID followed by their amount to "2424”. The contest, which began on the 20th of December, will end on the 30th of December with the lowest and most unique bidder taking it all. The winner will be announced on 31st December 2004 on Aaj Tak.

Aaj Tak has had a successful legacy in pioneering SMS based interactivity in the television space. Recently, it received a citation in the Limca Book of Records for a record breaking number of SMS responses from its viewers.