ITV is hoping the series will match the popularity of last year's 'I'm a Celebrity... Get Me Out of Here', which relaunched the career of DJ Tony Blackburn.
Boddington's, the bitter brand owned by Interbrew, will sponsor the programme, which is expected to broadcast on Saturday nights. Granada Enterprises and Starcom Motive are negotiating the sponsorship, but are still looking for an online partner.
'Reborn in the USA' will feature once-famous faces from the world of pop from the 1970s, 1980s and 1990s. The stars will live on board a bus and tour the US in an effort to relaunch their careers. Names mentioned in connection with the show include Tony Hadley, lead singer of Spandau Ballet; Billy Idol, best known for the hit 'Rebel Yell'; and Suzi Quatro, who had the hit 'Devil Gate Drive'. Sadly, Chesney Hawkes, famous for his hit 'The One and Only', is reported to have pulled out.
The stars will take a tour of the US, performing live to American audiences, where their names are largely unknown. The most popular act, as voted for by the Americans, keeps their seat on the bus to the next town. The least popular act, which will be decided by ITV1 viewers, get kicked off the bus.
The remaining two finalists will be flown home to face a showdown for the ultimate prize -- a recording contract and, hopefully, a second shot at fame.
ITV1 is offering a package covering both broadcast and online media, break bumpers, URL mentions on ITV1, and full online support. SMS and interactive television options may also be available.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
