TBS Sets Gender-Bender Reality Show

TBS is putting its own spin on the reality-transformation genre with original series He’s a Lady.

Premiering Oct. 12, the show, hosted by Tony Frassrand (House Detective), will pit 11 men who leave behind their wives and girlfriends for a chance to win $250,000 against each other.

While initially believing they’re going to participate in a physical-challenge show called All American Man, the contestants will experience life as women over the course of the six one-hour episodes, ordered from Evolution Film & Tape Inc. (Switched, Bands Reunited).

In addition to receiving tagged tune-in spots, online exposure and logo placement in print ads, series sponsor S.C. Johnson & Son Inc. will benefit from product integration for such brands as Edge Shaving Gel, Ziploc and Oust within weekly competitions that culminate with a beauty contest.

The series’ celebrity panel of judges is made up of Morgan Fairchild (The Seduction), John Salley (Best Damn Sports Show Period) and Debbie Matenopoulos (Good Day Live).