Emirates Airline taps into Bollywood for reality TV show

Emirates Airline plans to cash in on the popularity of Bollywood by producing a reality song and dance TV show for North America's Indian communities.

Emirates Airline plans to cash in on the popularity of Bollywood by producing a reality song and dance TV show for North America's Indian communities.

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The programme, Destination: Bollywood, which features soloists and dance troupes performing to Bollywood numbers will run for 10 weeks. Each week, viewers will choose the winners of both the song and dance sections, each of which come with a cash prize of $2,010, a newspaper report said.

“We loved the idea of being able to target such an important segment of our market,” Franck Sarrabezolles, the regional advertising manager for Emirates, told The National newspaper. The show is being aired on two Indian networks and Hulu, a website that streams TV shows online.