MUMBAI: Sony Pictures Television’s networks, Asia has appointed media sales and sponsorship company Phar Partnerships to be the regional advertising sales representative for its next mega original production - the business based reality show The Apprentice Asia.

The company works in the sport, entertainment, media and travel arenas. As part of its international growth strategy, the company has set up offices in six cities over the last 20 months.

Sony Pictures Television Networks, Asia executive VP Ricky Ow said, “We are pleased to have PHAR Partnerships on board, which gives us additional resources and focus to support a mega original production like The Apprentice Asia.”

Phar Partnerships CEO Marcus Wight said,“It has been a very rewarding year of working with AXN and Mark Burnett to achieve our goal of making The Apprentice Asia a reality. Our Chairman, Tony Fernandes, is fully committed to encouraging entrepreneurship and we are all confident that the Asian version of The Apprentice will be as big a success as it is in other parts of the world. We look forward to announcing several new sponsors over the coming weeks.”

Set to premiere on AXN across 20 countries in Asia in the first half of 2013, ‘The Apprentice Asia‘ will be hosted by aviation tycoon Tony Fernandes; with FremantleMedia Asia producing the Mark Burnett Productions format. The elimination competition format will pit Asia-based business executives against each other, for the lucrative opportunity to work for one of business magnate Fernandes’ businesses.