Amari Partners BBC to Bring Dancing with the Stars to Thailand

Amari has partnered with BBC Worldwide, to introduce the BBC’s international hit reality TV format Dancing with the Stars to Thailand.

Dancing with the Stars is one of BBC Worldwide’s Global Brands and in 2010 was named as the world’s most successful reality TV format in the Guinness Book of Records.

The show pairs local celebrities from stage, screen and sport with professional dancers who each week teach their partner a dance routine from the world of ballroom or Latin. Every week, the pairs perform their routines in front of a set of judges who mark each couple out of 10. Viewers are also able to vote for their favourite couple with scores from viewers and the judges combined.

With the addition of Thailand, there are 43 local versions of Dancing with the Stars around the world spanning six continents. The brand has also extended into live events, gaming and digital properties.

Commenting on the collaboration, Peter Henley, President and CEO of Onyx Hospitality Group said, “We are thrilled to be partnering with BBC Worldwide to bring such a globally successful TV show to Thailand. What better way to bring the colours and rhythms of modern Asia to life than through the medium of dance and music. We look forward to embracing Dancing with the Stars and introducing the energy and excitement of the show to our Amari guests and the Thai viewing public.”

For the first time, the show will be financed via an Ad-Funded Programming (AFP) model, with Amari as the exclusive sponsor of the show. Dancing with the Stars premieres on Thailand’s Channel 7 in January 2013 with seven ninety minute episodes. The Thai series will be independently produced by MCL (Metine Company Ltd) and Kantana Group PLC and funded by advertising. Amari will feature in ad breaks throughout the series and will have logo signage within the show.

Richard Halliwell, Commercial Director for Dancing with the Stars at BBC Worldwide said, “This is an exciting deal for us as it reaffirms the global popularity of the format. We were really keen to work with a local partner using a funding model that has huge success in this market. Many of our commercial rivals have benefited with advertiser-funded models in Asia and we’re looking forward to creating our own success story at BBC Worldwide, starting with Dancing with the Stars in Thailand.”

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