Macy's is doubling down on its efforts in reality competition TV game with a business-oriented program on Discovery's TLC Channel.
Called "Macy's Million Dollar Makeover," this prime-time special offers promising business entrepreneurs a chance to start up businesses in Macy's retail stores in fashion, home and food areas.
Contestants, culled from thousands of Facebook applications, get 24 hours to work up a staging display and presentation for three big-name judges -- Tommy Hilfiger, Marcus Samuelsson and Martha Stewart. Each contestant has two minutes to pitch business plans.
The finals winner will take home $1 million. The one-hour special will air on TLC on Tuesday, April 17 at 7 p.m. EST. Macy's put the media/programming plan together with its agency, JWT.
Financial and media plan details of the deal were not disclosed.
Macy's is already involved in another reality competition effort, NBC's "Fashion Star," where wannabe designers vie to win the chance for their fashions to be sold at Saks Fifth Avenue, Macy's and H&M the day after each pre-recorded episode airs. Here, the fashion winner gets a total $6 million in orders for their designs from all three retailers.