Indiantelevision.com Team

(15 May 2009 10:00 pm)

MUMBAI: MTV is set to premiere its new reality show MTV Force India-The Fast and The Gorgeous. Produced by BBC Worldwide, the show will be on air every Sunday at 7 pm starting 17 May.

The channel has already roped in a slew of sponsors and partners for the show. Says MTV India SVP marketing and ad sales Aditya Swamy, “We will be doing heavy activation for this show. Brands like Wild Stone, Ceat and Geetanjali Lifestyle have already joined us and we will touch every point with heavy-duty promotion.”

Wild Stone has joined the show as presenting sponsor and Ceat as associate sponsor. Gitanjali Lifestyle is also an associate sponsor as well as a partner for the show. In print, F1 magazine Checkered Flag, Overdrive and Maxim have joined the show.

For ground activation the channel has tied up with PVR Cinemas and food chain Thank God It’s Friday (TGIF) and Cookieman. While Zapak is the gaming partner, tagg.in is the mobile partner and blue5, the Bluetooth company, is the innovation partner.

Hindi news channel IBN7, will be the news partner whereas Fly Kingfisher will be the airlines partner and Kingfisher is the good times partner for the show.

The Fast…, which is an advertiser-funded programme (AFP), will hunt for four hottest, most stylish and the fastest girls to travel with the Vijay Mallya’s Force India team.

The girls will also feature on the Force India Calendar to be shot by Atul Kasbekar and the final winner gets a role in the next film by Percept Picture Company.

The show will be hosted by VJ Rannvijay Singh, and will feature 20 girls competing on a week on week basis to become Force India’s speed divas.

Each episode will feature tasks inspired by racing countries and will be centered on speed, plus beer runs in Germany, Pizza fights in Italy, Sushi war in Japan etc.

The least performing contestants will be put into a "crash zone" and will be eliminated on the basis of votes from the other contestants.

The finale of the show will be shot in Silverstone, UK.