The World: Singapore - Coca-Cola ventures into TV with new dating show

Coca-Cola Singapore is moving into advertiser-funded programming for its Coke Light brand.

The company has developed a ten-episode reality TV show called A Light Affair, which first aired on Valentine's Day. The format follows the speed-dating successes and failures of 60 contestants.

The programme, which was developed by Coca-Cola in conjunction with MediaCorp, is backed by promotional activity developed in partnership with M&C Saatchi.

Work includes a specially created website and on-pack advertising.

The site gives consumers the chance to win a date with one of the contestants by playing spin the bottle online.

The show's contestants were selected through referrals and word-of-mouth.