The age old philosophy that competition is good for business is being used to lure talented Israelis living abroad back to the Promised Land. After conducting the first round of auditions for the new season of Kohav Nolad, members of the production team as well as adjudicators were flown by El Al to Sao Paulo, Brazil to conduct auditions for the show among Israelis living there. El Al, which is one of the sponsors of the show, has joined in the effort to lure Israeli singing talents back to home base. This is the third season in which the producers of the show have traveled overseas for the purpose of conducting auditions. The group that traveled to Sao Paulo included the show’s host Zvika Hadar, executive producers Tamira Yardeni and Yoav Tsafir, adjudicators Margalit Tzan’ani and Gal Uchovsky, and guest adjudicator Pablo Rosenberg who also happens to be the presenter for El Al.
