SINGAPORE: Genting International and reality TV producer Mark Burnett's company have formed a joint venture to develop reality TV shows for Asia.
The two companies announced a ten-year exclusive partnership that includes producing and distributing reality and game shows in Asia, excluding Japan and the Middle East.
Both partners will take equal stake in the US$20 million joint venture called Mark Burnett Productions Asia.
Mark Burnett International is behind hit reality TV shows like "Survivor" and "The Apprentice".
The joint venture company will have its base in Genting's integrated resort, Resorts World at Sentosa, and will use the resort facilities and attractions as the backdrop for some of its productions.
Visitors at the resort can take part in game shows, watch the programmes being made and even interact with the 'stars' of the show.
Mr Tan Hee Teck, CEO of Resorts World at Sentosa, said: "Mark Burnett was introduced to us by EDB Singapore. We believe in enhancing the whole resort area, where it's not just a place to have a theme park and oceanarium, but also a place where we have a lot of buzz and activity. We believe Mark Burnett will bring that to the resort.....we (can) produce live shows where audiences can come in and participate."
The deal marks Genting's foray into TV production and ties in with Mark Burnett's long-term strategy to expand in Asia.
Genting said the joint venture is a timely response to what it feels is pent-up demand for Asia-centric reality television programmes.
And, it believes it has the biggest trump card yet in Mark Burnett, the master of reality TV.
The venture is targeting to produce three to five shows a year, and the first show could be in production as soon as next year.
The tie-up is part of Genting's efforts to boost the entertainment offerings at the Sentosa integrated resort.
"We are looking very actively at other entertainment products like movie production, not just in Singapore but for the rest of Asia. We are still in discussion stages," said the Resorts World Sentosa