Uniqon Emirates, a leading events and advertising firm, together with three international agencies, has signed up to produce a Dubai-based version of MTV reality show “Paris Hilton’s My New BFF”.

Uniqon, Lionsgate Television International, Ish Entertainment and Paris Hilton Entertainment have signed co-production agreement for a show in which Paris Hilton searches for her new BFF (best friend forever).

The announcement was jointly made by Ehab Habib, managing director of Uniqon, Lionsgate’s Craig Cegielski, EVP, programming & sales international television and Ish Entertainment founders Michael Hirschorn & Stella Stolper – executive producers of “Paris Hilton’s My New BFF.”

Through Uniqon, Viola Communications has been engaged to handle day-to-day production of the Dubai market series. The series is based on a format which has already proven successful in both the US and the UK.

In this version Paris visits Dubai and invites potential best friends to compete in tests of loyalty, endurance and girl politics to find her perfect BFF. During the visit, Paris also learns a lot about Arabic culture, traditions and the UAE heritage.

The winner gets an all-access pass to the VIP section and life lessons from the master of contemporary Hollywood celebrity.

“Paris Hilton’s My New BFF” has been so successful that I decided to expand my search… next stop: Dubai!” said Paris Hilton.

“Dubai is one of the most beautiful destinations in the world and after recently launching my brand there I decided to come back this summer to find a new best friend! The series format has allowed me to travel to amazing destinations, experience different cultures and meet some really fascinating people that I would have never had the chance to meet. It’s a fun and exciting adventure that I am thrilled to now bring to Dubai,” she added.

“Bringing a US format to multiple territories and producing it with its star attached is a new, exciting breakthrough in reality television and a fresh way for us and Paris to build a franchise together,” said Hirschorn.

“We are excited to be working with Paris and bringing the show to yet another continent” added Stolper.

“Our co-production deal with Uniqon is yet just another indication of how powerful and engaging the ‘Paris Hilton BFF’ format is with viewing audiences,” said Cegielski. “There appears to be no bounds to where we might take this format franchise next.”

“Filming the show in Dubai is a validation that the UAE is a favored destination for high profile projects such as this,” said Habib.

“The first incarnations of the series were shot entirely in the United States and the UK.  And to have the show producers choose Dubai for the latest extension of this format out of a host of other places actually says a great deal,” he added.

Ammar Sharaf, Viola Communications’ CEO said: “We are very excited about this new project because Paris Hilton is a huge celebrity with worldwide appeal. Her show is closely followed by millions of fans so this will be a rare opportunity and a great vehicle for V Producers to showcase our talent and capabilities on the world stage.” – TradeArabia News Service