Winning Prize on TV

I won a mobile phone on one of the TV shows and organizers requested me to deposit the tax @ 30.9% on value shown during the show before they could despatch it. 

It took organizors 3 months to despatch the phone and accompanied invoice showed value of 50% of the advertized value which represented then prevailing market value.

Now while filing the tax return, should I show the orginal advertized value as my income or the one appearing on the invoice accompanying the prize?