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Discovery to premiere ‘Dirty Jobs’; introduces unique initiative to create buzz around the show

Discovery to premiere ‘Dirty Jobs’; introduces unique initiative to create buzz around the show

Author | exchange4media News Service | Saturday, Oct 06,2007 8:12 AM

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Discovery to premiere ‘Dirty Jobs’; introduces unique initiative to create buzz around the show

Discovery Channel is gearing up to show the other side of life’s reality, which exists with a world of glamour. It is premiering a new series titled ‘Dirty Jobs’, which will showcase jobs that one never thinks of doing because they stink.

Mike Rowe, the host of the series, will introduce the viewers to an assortment of people who do the most unthinkable jobs. The series will air every Tuesday at 9 pm starting October 9.

To launch the series, Discovery Channel is sending a specialised ‘Dirty Jobs’ team to media and advertising agencies in the next few days. This team will organise exciting contests and give away Swatch watches worth lakhs. These games are being organised in Delhi and Mumbai.

Speaking of this unique initiative, Rajiv Bakshi, Associate Director, Marketing and Communication, Discovery Channel, said, “We decided to send our team to media and advertising agencies to create an excitement around the show. Also, the games are planned such that they give an insight into the genesis of the show.”

‘Dirty Jobs’ takes an unflinching look at some of the unusual but vital vocations that need to be done to help us live our daily lives. The host, Mike Rowe, gets his hands dirty as he visits their strange workplaces and meets the unsung heroes of this dirty world. As the hands-on apprentice, Rowe knows that sooner or later he will be putting his arm into a cow’s rectum to insert sperm, or picking up a five-day-old road kill and transporting it to a crematorium. His interactions are earnest and ironic, and the results are enlightening, horrifying, hilarious, and, of course, real.

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