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BANGALORE:
August this year will see the airing of one more dance reality
show in South India – Vijay TV's 'Amul Ungalil Yaar Adutha
Prabhu Dheva', or 'who amongst you is the next Prabhu Deva'.
The
show, meant for the 16-35-year-olds, will be judged by choreographer
and actor Prabhu Dheva. Dheva has choreographed for over 100
movies in most Indian languages.
Amul
has signed on as the title sponsor of the show. On Amul's
association with the talent hunt, Amul Chennai general manager
J Rajan said, "Amul has been advertising more in national
media. This year we have decided to focus on TN. We want to
replicate the stupendous success of 'Amul Star Voice of India'.
Amul's brand equity and iconic status of Prabu Dheva would
be channeled through Vijay TV to bring out the talent of the
youth in TN."
Vijay
TV Head K. Sriram says, "There have been dance competitions
on Tamil television before but UYAP is a notch above the rest
as it is endorsed by the greatest dancer of our times Prabhudheva."
Auditions
will be conducted in four zones: Chennai, Coimbatore, Madurai
and Trichy. Selected contestants from each zone will then
be put through competitive rounds in various styles of 'desi'
(national) and international dancing.
The
show will air on Thursday and Friday between 9-10 pm and would
complete Vijay TV's newly found prime time reality band with
the soon to be launched Super Singer, 2008 airing Monday-Wednesday
in the same time band.
'Amul Ungalil Yaar Adutha Prabhu Dheva' will also have a marketing
push across print, outdoor, radio and cable television.
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