MUMBAI: MTV, the youth channel, is gearing up to launch the ninth season of its flagship property ? Roadies. In the ninth season, the show will go to the United States of America.

This time, the show is rechristened as MTV Hero Roadies, following the joint venture split between Hero and Honda.

Apart from Hero, Roadies is powered by Idea and the associate sponsors are Mountain dew, Lava mobiles, Spraymint, Ceat, Steelbird and Denver. Cafe partner is CCD, Radio Partners are Radio Mirchi in Pune, Kolkata, Delhi and Hyderabad and Big FM in Chandigarh, and Multiplex Partners are Inox in Pune and Kolkata and PVR Cinemas in Delhi, Chandigarh and Hyderabad.

MTV India channel head Aditya Swamy said, "This time Roadies is going to the land of the cowboys, The United States of America! It is going to be bigger and deadlier. MTV Roadies created an instant craze in its first season itself (2003) and today boasts of the largest cult following for a television show. Our theme this Season is ?Everything or Nothing?, which simply means you either win or lose and there are no two ways about it."

The five city auditions are starting on 16 September and will be held in Pune, Kolkata, Delhi, Chandigarh and Hyderabad.

Roadies producer Raghu Ram said, "This season is aimed at youngsters who get an adrenaline rush out of a high risk, high gain or high loss life. There are no in-betweens. In true Roadies style, we will go on a journey of exploration from India to the USA and back, but we aim to kick the excitement up a few notches."

Hero MotoCorp Sr VP (Marketing & Sales) Anil Dua said, "MTV Hero Roadies-9 is getting set to vroom at a time when our campaign ?Hum Mein Hai Hero? is being hummed by people across the country. I am sure the catchy tune and the inspirational song will help motivate the contestants of the new season of this cult programme as they battle it out on our bikes in some of the toughest terrains in the United States. We wish all the contestants of the MTV Hero Roadies-9 all the very best. Ride safe and have fun."