Sony takes ‘Celebrity’ to India

MidiTech, Silverback to co-produce show

LONDON — Sony Entertainment Television in India has commissioned a Bollywood version of ITV reality skein “I’m a Celebrity…Get Me Out of Here!”

The move follows a strong showing for “I’m A Celebrity” on NBC in the U.S.

Show will be co-produced by Indian shingle MidiTech and ITV Studios’ owned Silverback Productions.

Ten celebrities will relocate to Malaysia’s Taman Negara rainforest, reputed to be the world’s oldest jungle, where they will undergo a series of challenges.

The show will bow in July on Sony Entertainment Television and air five nights a week in primetime.

If the show succeeds in India ITV hopes the format can be sold to other Asian broadcasters.

The Indian deal follows a commission earlier this month with TV4, Sweden’s largest commercial television company.

The U.K. version of the show has aired in more than 60 territories worldwide.

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