| MUMBAI:
Sony Entertainment Television (Set), which recently revamped its prime time programming,
has acquired British broadcaster ITV's popular celebrity reality show I'm A
Celebrity…Get Me Out of Here. The
channel is expected to premiere the Indianised version of the show in second week
of July this year, replacing talent show Entertainment Ke Liye Kuch Bhi Karega. Entertainment
Ke Liye…, which is airing Monday-Friday at the 10 pm slot, is planned
for a six-week airing, a source in Sony says. The one-hour show garnered a peak
TVR of 1.3 in its second week of run, according to Tam data. The
Indian version will be shot in Hindi at Malaysia's Taman Negara rainforest. The
show will air for a duration of two months. "We
have acquired the rights for one year and the show will bow in July on Sony TV,"
the source adds. Miditech
and ITV's unit Silverback Productions will co-produce the show. The
format of I'm a Celebrity… demands 10 celebrities to live in jungle
conditions with few comforts; they will have to earn human essentials. Originally,
the show was launched on ITV in UK in 2002. The brand has generated more than
£170 million from production, distribution and format deals. It recently
launched on NBC in the US and Swedish broadcaster TV4 will launch it later this
year. Also
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