| MUMBAI:
It's a marriage between Viacom18's youth channel MTV and Vijay Mallya's Force
India Formula One. The
two brands have joined hands to launch the new reality show – MTV Force
India The Fast and The Gorgeous.  The
show will search for four speed 'divas' for the Force India team, who will accompany
the team across the globe. They will also feature on the Force India calendar,
to be shot by Atul Kasbekar.
Meanwhile,
the final winner will get a chance to act in a film for Percept Picture Company.
"The penetration
and reach of Formula One is increasing in leaps and bounds. India is no more only
a cricketing nation; the young Indians are now looking beyond the cricket space,"
says Force India Formula One chairman Mallya. "And this is where MTV comes
into the picture as its target audience (read youth) are the targets of the Formula
One sport as well." The
show will launch by April-end, replacing MTV's popular reality show Roadies.
As per the format, the show will have 20 female contestants contesting for the
top four slots. Says
MTV India GM and SVP creative and content Ashish Patil, "The new show is
in complete synergy with MTV. Formula One is all about speed and thrill and that
is exactly what represents today's youth - he wants speed, and he lives on the
edge." The
show will see 17 leaps (tasks) wherein every leap will signify a specific racing
country of the 17 countries. The female contestants will be judged on the basis
of style, attitude, boldness, passion, survival instinct and speed.
MTV will be
shooting the show in India and abroad. It is planning to shoot the finale of the
show in UK (Silverstone), home of the Grand Prix. Hosted
by Rannvijay, MTV India will produce the show in-house. The channel will handle
the creatives while Force India will facilitate the show with technical support
like providing F1 cars and taking the crew to various venues. | 
