Culminating with its '10 Long 10 Strong' campaign, Magnum Tonic Wine launched the third season of its popular Kings and Queens of Dancehall talent competition last night at Indies pub in New Kingston.

One of the changes for the new season is veteran deejay Professor Nuts joining the judging panel, replacing General Degree. Miss Kitty and Scatta remain as the other judges and so too does Empress as host. The season's telecast begins on January 23 on Television Jamaica (TVJ).

The islandwide auditions begin in Montego Bay on December 5 at the Wexford Hotel, followed by auditions at Aphrodiziac Night Club in Portmore on December 12, Leiba's Esso in May Pen on December 19 and Amnesia Night Club in Ocho Rios on January 9. The auditions end on January 16 at Oakton Entertainment Centre in St Andrew.

whole new level

Professor Nuts speaks at the launch

Gary Dixon, category manager of Lascelles, distributors of Magnum, said, "We are looking forward to bringing a whole new level to the show this year. With 10 Long 10 Strong at the forefront you can expect great surprises, great performances and our guest judges will also be adding new dimensions to the show."

Kay Osborne of TVJ said Magnum Kings and Queens of Dancehall is indicative of the thrust the station made several years ago to promote local productions.

"We cannot begin to create our own identity in television production unless we are producing local content. When you watch TV you can tell what is an American show or British show. We need to develop that identity," said Osborne.

our character

"Dancehall is at the heart of what Jamaican music represents. To see it and hear it, gives you a good picture of our character."

The first winners of the competition were Singer Jah and Baby Tash while Tiki and Poor 'n' Boasy were last season's winners.

Music videos by the reigning 'king' and 'queen' helped open last night's launch. The 'Tiki wine' was on display in No Gal Nuh Hotta and Poor 'n' Boasy was looking rich and famous in Uh Oh.

Lucky Dollar joins the team of sponsors, which include Magnum, TVJ and THE STAR.

Magnum is celebrating 10 years and recently launched its '10 Long 10 Strong' campaign which takes the product on an islandwide tour where entertainment and brand promotion are merged.