MUMBAI: Sports channel Star Sports, which is a part of Fox International Channels (Fic) Asia, has collaborated with global lubricants brand Shell Advance to develop an adventure travel series ‘Freedom Riders Asia’, a turbo-injected programme that celebrates man and motorcycle on the move.
Hosted by biker Charley Boorman, ‘Freedom Riders Asia’ will see him pair up with local bikers from each country and embark on a journey to explore the colourful Asian cultures of India, Malaysia, Indonesia, Philippines, Vietnam and Thailand over six episodes starting from 15 May.
Over the course of each episode, he will engage with the local biking communities and experience the delights of the city and its people, as well as partake in unique activities that celebrate the distinctive motorcycle cultures of each country…..all on one tank of petrol.
Working closely with Shell, ‘Freedom Riders Asia’ was conceptualised and developed by the broadcaster with the programme concept of having one man on one bike with one tank of petrol embark on a road trip of a lifetime.
Fox One Stop Media senior VP Simeon Dawes said, “ ‘Freedom Riders Asia’ has been developed specifically for an Asian audience to meet the growing demographic of adventure and travel enthusiasts. We are confident that audiences in Asia and beyond will appreciate and enjoy the places and activities that Charley will visit and experience, especially due to the local colours and flavours showcased.”
“This collaboration is of particular significance as it marks the first time Star Sports has embarked on a project of such nature since becoming part of the FOX International Channels Asia network. We are delighted at being able to work closely with Shell Advance to produce this new programme format aimed at further engaging with our audiences on a deeper level.”
Shell Advance Global Brand Manager Kar Tai Koh said, “ ‘Freedom Riders Asia’ is all about celebrating and connecting bikers around Asia, while offering an entertaining travel and adventure experience to a wider audience. Importantly, through Charley, it is also a further expression of what Shell Advance stands for - enabling bikers to enjoy every ride and experience freedom through effortless mobility on the road.”
In addition to being broadcast and promoted on Star Sports, ‘Freedom Riders Asia’ will also aim to reach out to a significantly wider audience, through the promotion of the programme across Fic Asia’s family of channels such as Fox, National Geographic and FX, thus giving the programme a large promotional exposure.