Network Ten says it's optimistic about its big ratings hope for the year - a TV show about amateur cooks.
Called Masterchef Australia, the series is based on a UK format and aims to find Australia's top amateur chef.
The show will air five nights a week at 7pm as well as Sundays from the end of April. It is a replacement for the long-running axed TV show Big Brother.
Host and food critic Sarah Wilson said she believed the show would appeal to viewers because it was positive.
"I think snarky TV has died," she told the audience at the official launch in Sydney on Tuesday.
Ten's programming chief David Mott said the network was trying to reach a broad audience.
"What we wanted to achieve is a show for food lovers and non-food lovers like me," he said.
"This show really does connect with audiences globally."
A raft of Network Ten personalities, including Biggest Loser trainer Shannan Ponton and So You Think You Can Dance contestants attended the launch at which the 20 contestants to feature in the show were introduced to the media.
More than 7,500 Australians tried out to be in the contest, which features chefs George Calombaris and Gary Mehigan and food critic Matt Preston as judges.
Network Ten has invested millions of dollars in the program and has put up the contestants in a $16 million mansion in Sydney's east.
The contestants will be eliminated after challenges with one final winner.
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