Hydra Properties, one of the leading real estate developers in the UAE, has announced that auditions for season two ‘Hydra Executives’, the new English reality-based TV program featuring 16 individuals and their quest for a USD 1 million business grant, has begun in Abu Dhabi and Dubai.

The breakthrough reality TV show takes a killer twist as Season 1 contenders takes on the task of picking out the next batch of executives for Season 2, which will comprise promising entrepreneurs from India and Pakistan, as part of their own pursuit to win the top prize. Twenty-five Indian contenders will be handpicked by the US team and another 25 Pakistani challengers will be chosen by the UK team in separate auditions scheduled in Abu Dhabi and Dubai.

The objective of the task for the current contestants is to draw the most number of people to the auditions by developing an effective marketing plan with the least budget, which will be reflective of their strategies and organisational skills, and test their ability to spot talent and potential. Out of the fifty candidates, the show’s judges will then select eight final contestants each for Indian and Pakistani teams based on their impressive business plans, backgrounds and winning qualities. The second season of the English series will start filming on June 21, 2008 and will be aired by local and international broadcasters.

“We have come up with this unique and challenging idea to involve the two largest expat groups in the UAE - Indians and Pakistanis, which also represent the two strongest business communities in the country. Combining the elements of a large crowd with a demanding logistics challenge, this task can be a powerful opportunity for the current contenders to prove their skill sets in innovation, leadership, creativity, marketing and project management. We are sure that this episode will feature just one of the many exciting twists and highlights that audiences can expect from the show,” said Ziad Battal, Executive Producer and Creator, ‘Hydra Executives’.

Hydra Properties is the only real estate developer in the UAE to have ventured into TV entertainment business through the launch of the English reality-based TV program, ‘Hydra Executives’. This breakthrough initiative is being supported by several global brands, including Range Rover, General Motors, Blackberry, Etisalat, ASUS, Panasonic and Debenhams, as the key sponsors of the first season of the show.

Panasonic Marketing Middle East is the latest addition to Flip Media’s burgeoning roster of international and regional powerhouse brands and clients. Tasked to launch dedicated bilingual Arabic and English websites to support Panasonic’s recently launched Lumix digital cameras and Viera television products, Flip Media will additionally develop a powerful Press Room application to quickly and easily disseminate news and corporate communications to consumers and media alike.

The Lumix site aims to promote Panasonic’s range of Lumix digital cameras and will encourage users to interact with the brand through interactive features, user tips and competitions. A complete guide to the Lumix products and information on the technologies that makes them superior to their competitors will be readily available online.

Detailed product information on the entire range of Panasonic’s Viera high definition flat panel LCD and Plasma televisions will also be presented interactively and users will benefit from unique creative elements that bring the Viera televisions and their technologies to life.

The Press Room aims to become the premiere point of reference for Panasonic Marketing Middle East and will enable both customers and the media to keep abreast of the latest news, product and technology launches, information and events. Key attributes of the site include a user friendly interface and customized password protected areas for media and channel members who will be able to obtain proprietary content as well as download high resolution images and access other resources.

According to Ajit Nair, Panasonic Marketing Middle East “We appreciate that having an online presence plays a critical part in communicating with customers when they are researching and comparing products, and especially new technologies. Often consumers will have carried out their research on the Internet and decided which brand or product to purchase before they step into a retail store. By enhancing our online communication, this allows Panasonic Middle East to connect with consumers directly at a much earlier stage and provide an informative and interactive experience.”

“It’s refreshing to see more brands taking a proactive approach to integrating their marketing communications efforts for the benefit of consumers. We are delighted that Panasonic Marketing Middle East has chosen to come on board with us and we’re looking forward to doing some outstanding work for their brands.” added Yousef Tuqan Tuqan, Account Director, Flip Media.

The websites can be visited at www.panasonic-news.ae and www.panasonic.ae/lumix