Manila, Philippines (July 13, 2015) – KIX, the ultimate TV destination for action entertainment, announced the launch of a nationwide search for the toughest Pinoy called R U Tough Enough? (RUTE). Kicking off the search is the ambassador of RUTE, reality star and actor Daniel Matsunaga. Together with Moises Torcator, a strongman from Manila, Daniel pulled a truck loaded with 18 KIX girls for a distance of 18 meters to demonstrate their toughness and ask Filipinos nationwide “Are you tough enough?”
“KIX is an action channel that epitomizes toughness and the spirit of a champion. Our MMA (mixed martial arts) fight events, action movies, and action series all showcase people and characters who have persevered through tremendous hardships and obstacles. We want to bring this spirit of endurance and perseverance to life by launching a nationwide search for the toughest Pinoy. We hope to find a person who is just as tough, if not tougher, than the action heroes and heroines that populate our channel,” said Andy Chang, Senior Vice President, Marketing of Celestial Tiger Entertainment in Hong Kong.
“Filipinos are a tough bunch,” said Daniel Matsunaga. “Regardless of the adversities that are thrown at them, Filipinos are able to overcome the adversity and continue to flourish. It is part of the Pinoy spirit and I am certain we’ll find many contestants to participate in this search for the toughest Pinoy,” he added.
Following the launch, KIX will deploy “Tough Troopers” around Metro Manila in search for tough men and women to compete in this challenge. The competition, however, is open to all Philippines residents aged 18 years old and above. To join the contest, entrants must first apply online at www.kix-tv.com/tough. Shortlisted participants will be invited for a closed-door audition on August 16. The audition will determine 10 finalists who will compete in a final showdown at SM Megamall on September 5, 2015.
The final showdown is an obstacle course with challenges that will test each contestant both physically and mentally. Out of the 10 finalists, only one man or woman will walk away with the title of “The Toughest Pinoy” and the grand prize of PHP 250,000.
RUTE is co-sponsored by Fisherman’s Friend, supporting partners SM Megamall, SM City North Edsa, Gold’s Gym, FHM, Mellow 94.7, Men’s Health, Beer Below Zero, Columbia Sportswear, Mountain Hardwear, National Book Store, Pacific Xtreme Combat and Pilipinas 911; official media partners are Skycable, Cablelink, Destiny and Cignal.
Prior to launching in the Philippines, RUTE first started in Malaysia in 2014. The competition was so successful that KIX launched a second challenge in 2015 that was bigger, bolder and tougher. With the success of the competition in Malaysia, KIX decided to launch it in the Philippines.
Details and the terms and conditions of the competition can be found on the contest website www.KIX-TV.com/tough. You can also follow the competition via KIX’s social media accounts on Facebook: facebook.com/KIXAsia, Twitter:@KIXAsia, and Instagram:@KIXAsia.
KIX is available on Skycable Ch.63, Cablelink Ch.220, Destiny Cable Ch.10 and Cignal Ch 122.
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Media Contact:
Pauline Poon
Celestial Tiger Entertainment
T: 852 2239 6131
E: pauline.poon@celestialtiger.com
About Celestial Tiger Entertainment
CELESTIAL TIGER ENTERTAINMENT (CTE) is a diversified media company dedicated to entertaining audiences in Asia and beyond. The company focuses on the operation of branded pay television channels, content creation and content distribution targeted at Asian consumers.
CTE operates a powerful bouquet of distinct pay television channels including: CELESTIAL MOVIES, the premier 24-hour first-run Chinese movie service in Asia and beyond; CELESTIAL CLASSIC MOVIES, the gateway to an unparalleled array of Chinese movie masterpieces; cHK, a one-stop channel for cool, chic, and contemporary celebrity-powered Hong Kong entertainment; KIX, the ultimate destination for action entertainment; and THRILL, Asia’s only regional horror and suspense movie channel.
As one of Asia’s largest vertically integrated independent entertainment companies, CTE produces original content which complements its channels business. CTE is also the exclusive sales agent for Hollywood studio Lionsgate in Greater China and Southeast Asia, and represents Lionsgate’s television content and vast feature film library in Japan and Korea as well.
Headquartered in Hong Kong, CTE’s majority shareholders are Saban Capital Group, a leading private investment firm specializing in the media, entertainment and communications industries; Celestial Pictures, a major Asian entertainment company wholly-owned by Astro Overseas Limited; and Lionsgate, the world’s largest independent filmed entertainment studio.
For more information, please visit www.celestialtiger.com.