Bollywood variety show heads to N.A.

First-of-its-kind 'Destination' to feature music vids, reality TV

NEW YORK -- "Destination: Bollywood" will become the first Bollywood variety show to be fully produced and exclusively aired in North America.

The 10-week hour-long show, produced by Bollywood entertainment and distribution firm Saavn in cooperation with Emirates Airline, will feature music videos, as well as two reality TV segments where viewers on the Web and TV pick their favorite local dancers and singers.

It will be available Saturday mornings on Star India Plus at 9 a.m. EST and SET Asia at 9 a.m. PST, followed by Hulu at 1 p.m. PST. It will also be available in Canada on Rogers video-on-demand.

Emirates said it decided to become the sponsor of the show as it is looking for new ways of marketing and connecting with people beyond the traditional 30-second spot.
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