Interbrew’s Boddington’s brand is to sponsor a new prime-time reality show on ITV1 called Reborn in the USA, in a deal worth about &£1m.
The programme, which is being produced by Granada Entertainment, will feature up to ten has-been popstars from the Seventies, Eighties and Nineties who have the chance to rediscover their fame and, for some, their fortune.
It is thought that Tony Hadley, lead singer of “new romantic” band Spandau Ballet, and Sonia, who sang the Eighties hit You Will Never Stop Me From Loving You, will be among the performers.
The popstars will tour the US in a minibus and perform on stage in bars across the country. Each week the live US audience and the TV audience in the UK will cast votes and the least popular performer will be thrown off the tour bus.
The broadcast sponsorship is being negotiated by Granada Enterprises and Starcom Motive.
It is expected that the show, which ITV hopes will be as big a hit as I’m A Celebrity Get Me Out of Here was last year, is expected to be broadcast on Saturday nights in the early spring. Granada Enterprises is continuing to look for an online sponsor for the programme.