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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.
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