Spot touted celeb dating skein 'The Choice'

Fox devoted commercial time during tonight’s “American Idol” to promote a new unscripted franchise the network has managed to keep under wraps until now.

Premiering June 7, “The Choice” will feature four celebrity bachelors choosing from a pool of suitors they cannot see. A 15-second promo teased the six-episode series during the first quarter hour of “Idol” on the East Coast.

Mike Darnell, president of alternative entertainment at Fox, said the network took extra steps to keep “Choice” a secret to keep the concept fresh.

“With all shows now, its almost impossible to keep it quiet,” he said. “But we think it’s a really good format that’s going to work.”

In an element seemingly inspired by NBC series “The Voice,” the celebs will be sitting in spinning chairs. Even the promo takes a direct poke at the Peacock powerhouse with copy that reads, “Four celebrities. Blind auditions. Spinning chairs. But it’s not what you think…”

Participating celebrities have yet to be announced. Cat Deeley of Fox’s “So You Think You Can Dance” hosts.

Episodes, which will be shot in front a live audience, will air Thursdays at 9 p.m. with a lead-in from another new unscripted dating series, “Take Me Out.”

“Choice” is produced by A. Smith & Co. Prods. (“Hell’s Kitchen”). Arthur Smith, Kent Weed and Scott St. John (“Deal or No Deal”) serve as executive producers.

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