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BIG MATCH: The Contender Asia - a spin-off the popular US boxing series - is the first of big-budget series to be filmed in Singapore. -- PHOTO: LAWRENCE RIPSHER PHOTOGRAPHY
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PUNDITS have been saying that reality TV is pretty much down for the count, but there are plenty of people in Singapore who hope the format can still pack a punch.
They are the sponsors and producers backing The Contender Asia, a spin-off from the popular US boxing series.
The 15-episode show - the first big-budget reality series to be filmed here - features 16 of the world's best Muay Thai fighters squaring off for a total prize of US$250,000 (S$372,775).
It is being filmed entirely in Singapore, and matches have been taking place every Wednesday and Saturday night in a secret arena since last month.
The show is a tie-up with Mr Mark Burnett, the reality TV mogul behind Survivor, the pioneer show that ignited the reality TV scene in 2000.
Survivor, which featured individuals stranded in rugged locations going through challenges for US$1 million, spawned dozens of similar shows.
Mr Burnett went on to produce The Apprentice and the original Contender, but some have questioned whether reality TV has had its day.
His investment in the Singapore shows indicates that he, for one, still believes in the concept.
His company has linked up with local TV production firm Imagine OmniMedia to produce the Singapore programme.
Production costs are estimated to run into the millions, but the producers believe much of the cost can be recouped because of the value being offered to potential sponsors.
Mr C. Scot Cru, who oversees international operations for Mark Burnett Productions, said reality shows offer unique, integrated sponsorship opportunities unseen on regular TV.
He told The Straits Times last week: 'There are three levels of exposure that sponsors can look forward to compared to traditional forms of advertising through commercials during a show.
'In our show, the fighters are seen using gym products from Fitness First, and the furniture in the house where they are living is provided by Courts.
'Secondly, they can offer their products or services as prizes during the challenges every week, and of course there is the traditional commercial option during the show.'
With more channels available, it is getting easier for viewers to switch away during commercial breaks, said Mr Cru.
'By integrating sponsorships in a way that does not affect the content of the show, reality TV actually offers a more attractive option to sponsors because viewers do not skip over their branding as they would with commercials.'
Imagine OmniMedia president and chief executive officer Riaz Mehta said sponsorship had been secured to cover almost half the show's production costs.
Fitness First Asia's chief operations officer, Mr Simon Flint, said: 'From a fitness industry perspective, reality TV formats are particularly appealing as they add a sense of authenticity and dynamism to the task that the programme follows. It is a highly engaging format.'
Mr Robert Doswell, the managing director of advertising agency Ogilvy RedCard, another show sponsor, said the live fights presented good networking opportunities for him and his clients.
'We've invited clients down to watch the live fights, and they have proven to be great networking events for existing and potential customers.'
nicholas@sph.com.sg
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