Virgin 1 buys P Diddy show

This 8 X 60 ShineReveille International format features 13 young men and women battling it out to become the personal assistant to Sean “Diddy” Combs.

Each of the hopefuls will go through Diddy's everyday rigorous trials and tasks, challenging them emotionally, physically and mentally.

The hour-long episodes showcase these challenges as well as Diddy's business acumen, with many of the tasks based on the real life experiences of his previous assistants.

In addition to completing these jobs, the applicants must also do their best to impress an intimidating panel made up of executive vice president of Warner Music Group Kevin Liles, Bad Boy marketing executive and former assistant Capricorn, and Diddy's ultimate henchman, Phil Robinson.

The series recently launched on VH1 in the US, bringing in 1.4 million viewers for its premiere.

Virgin Media TV head of acquisitions Amy Barham said: “If you liked The Apprentice and want to see the ultimate in a high maintenance boss, then you'll love I Want to Work For Diddy.”

The deal was brokered by Barham and J.C. Mills, manager, ShineReveille International.

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