Indiantelevision.com Team

(6 February 2008 2:00 pm)

MUMBAI: Joy Tashjian Marketing Group, LLC (JTMG) has been named licencing agency for US broadcaster NBC's reality show American Gladiators, by Reveille and MGM Consumer Products.

The show is produced by MGM Television and Reveille in association with Flor-Jon Films.

Hulk Hogan and Laila Ali host the event/competition series which has been reinvented for a new era of fans with special effects and competitive thrills.

JTMG will focus on such key consumer categories as gaming, including interactive, hand-held, board games and videogames, as well as apparel, sporting goods, athletic equipment, food and beverage and QSR promotions. JTMG will be representing rights to the original American Gladiators TV series which first aired in 1989 as well as rights to the new American Gladiators TV series airing now on NBC.

To support the programme, MGM Consumer Products is developing a new "Style Guide" with separate sections for Classic American Gladiators and New American Gladiators. The classic section will target kids and adults and have a retro, vintage feel, whereas the section supporting the current series will target boys and incorporate graphics and have a younger and more dynamic feel.

MGM Consumer Products and Location Based Entertainment EVP Travis Rutherford says, “American Gladiators epitomises excitement, and we look forward to working with Joy Tashjian to bring the message of this classic brand to licencees and retailers alike.”

Celebrating the everyday, true American heroes - weekend warriors who excel and take pride in their physical fitness - contestants go up against the show's gladiators, charismatic and eclectic warriors - in the ultimate David and Goliath battle.

As in MGM's traditional American Gladiators franchise, everyday amateur athletes compete against the gladiators in contests of physical strength and endurance. The series includes such classic events as The Joust, The Wall, Hang Tough and The Eliminator. The 12 new gladiators (six men and six women) are action-adventure stars ready to take down the everyday challengers with hard knocks and explosive attitudes.

Tashjian says, “We are extremely pleased to be working alongside MGM Consumer Products and Reveille in representing American Gladiators to the licencing community. American Gladiators is a compelling opportunity for licencees who will be able to take advantage of its huge brand recognition and media exposure.”