Emirates Airline Presents ‘Destination Bollywood’ Wednesday March 24 2010 11 22 AM EDT Source Business Wire News Releases Author Saavn Click here to read the original story Emira by hvf80700


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									Emirates Airline Presents, ‘Destination: Bollywood’
Wednesday March 24, 2010 - 11:22 AM EDT

Source: Business Wire News Releases
Author: Saavn

Click here to read the original story

Emirates airline announced today that has launched the first-ever Bollywood variety show to be fully
produced and aired exclusively in North America. It airs Saturday mornings in the U.S. on Star India Plus (9
AM ET), SET Asia (9 AM PT), and Hulu (1:00 PM PT), and in Canada on Rogers video-on-demand. The
program will run for 10 weeks and feature singing, dancing, and Hindi music videos, including two
reality TV segments where viewers (web and TV) pick the best local dancer and singer. This is the first
reality program that allows Hulu viewers to vote at the same time with TV viewers to determine a

Emirates airline partnered with Saavn, a leading Bollywood entertainment and digital distribution
company to produce the program and Zenithmedia on the program placement.

"We were really excited when we were given the opportunity to produce a Bollywood TV show," said
Franck Sarrabezolles, Emirates airline regional advertising manager of The Americas. "We loved the
idea of being able to target such an important segment of our market with this unique program. We're
extremely proud of this project and have no doubt that it will strengthen our current connection with our

Zenithmedia Associate Media Director, AJ Pandya, added, "we think Destination: Bollywood is a far more
engaging and unique way for Emirates to reach its audience than the standard 30-second spot campaign. We
look forward to seeing the results."

The one-hour show consists of three segments:

      • Destination: Bollywood, Dance Editionâ‘ Soloists and dance troupes step to the beats of the best
        Hindi songs and compete for the title of Emirates Dance Championâ‘ and a cash prize of $2010.
      • Destination: Bollywood, Singing Editionâ‘ brings 20 talented Bollywood singers from North
        America to one stage to perform Indian music and compete against one another for a cash prize of
        $2010 and the Emirates Singing Champion title.
      • SmasHitsTV: the best Bollywood music videos, including the latest hits and Bollywood classics.

John DeMarchi, EVP of Sponsorships for Saavn said, "I was very happy that we were able to work with
Emirates and Zenith on this project. They understood from the start that there are no fans in the world more
passionate than Bollywood fans. This really is much more than a marketing campaign for Emiratesâ‘ it
connects them to their customers at a deep, emotional level."

Star India Plus and SET Asia are available by subscription on most cable and satellite carriers. Each episode
will also be made available online at Hulu. For complete details, please visit DestinationBollywood.tv.

About Emirates

Emirates currently serves over 100 cities around the globe with a young and technologically advanced fleet of
wide-bodied aircraft that are equipped with industry-leading comforts in the air. Additionally, Emirates has
wide-bodied aircraft on order worth over US$50 billion, and is the leading customer of the Airbus A380 with

eight in its fleet and 50 on order. The Boston Consulting Group (BCG) recently named Emirates to its
exclusive "2009 Global Challenger" list, while Fast Company Magazine picked the airline as one of the 50
"Most Innovative Companies" in the world. Emirates operates flights from New York, Houston, Los Angeles
and San Francisco and connects America to the world through the airline's extensive route network, with
convenient connections from Dubai to the Middle East, Indian Subcontinent, the Far East, Australia and
Africa. For more information, visit www.emirates.com/usa.

About Saavn:

Saavn brings the best of Bollywood and Indian entertainment to the world. As the largest digital distributor in
Bollywood, Saavn owns the digital rights to thousands of movies, music tracks, music videos, and ringtones.
New music releases by Saavn Saavn include BlueLondon Dreams, 3Idiots, and Chance Pe Dance, and Love
Aaj Kal. Saavn programs, packages and distributes its exclusive catalog to more than 75 global media
companies including Time Warner Cable, Cablevision, NetFlix, Verizon Wireless and iTunes. Saavn is a joint
venture of [212]MEDIA and Hungama Mobile, and the company has offices in Mumbai, London, New York,
Los Angeles, and Toronto. To find out more, visit: http://www.saavn.com.


Diana Nasello, 646-660-9407

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