Sony (NYSE: SNE) Entertainment Television, which recently launched a new line up of shows after the end of the Indian Premier League, which was telecast on its sister channel SET Max, will soon add an international format reality show from Britain’s ITV (LSE: ITV). I’m A Celebrity… Get Me Out Of Here, which will launch in July, will be co-produced by Miditech and ITV unit Silverback Productions. The show premiered on NBC in the US on 1 June. The Indian version will be filmed in “Malaysia’s Taman Negara rainforest, infamous for its tropical wildlife and reputed to be the oldest jungle in the world,” the companies said in a press statement.

The show will feature ten celebrities who will forego their lavish lifestyles to survive in an inhospitable jungle. It will be the third recent reality show involving celebrities (sort of) on Indian television after Big Boss (Big Brother) and Khatron Ke Khiladi (Fear Factor) most recently seen on Viacom18’s Colors channel. Both the highly publicized shows helped Colors gain traction and get viewers to sample its soaps in the initial days after its launch. Big Boss, a format owned by Endemol, was originally with Sony before the channel discontinued it. Other reality shows that have appeared on the channel include Indian Idol, Fame Gurukul, Jhalak Dikhla Jaa and Dus Ka Dum.

For the week ended 6 June, Sony was the fifth highest rated general entertainment channel, with 90 GRPs, trailing Colors, Star Plus, Zee and NDTV Imagine. Sony’s immediate rival, NDTV Imagine, is also set to launch the reality show Rakhi Ka Swayamvar, in which the controversial actor Rakhi Sawant will find a man to marry from among the contestants at the show.

A Sony spokesperson said the channel was not revealing any further details about the show at this point.