"Jingles," a show from executive producer Mark Burnett, is in production and is to premiere this year on the CBS television network.
Simmons will be joined on the series by his advisory panel, advertising and marketing gurus Linda Kaplan Thaler and Julie Roehm.
While Thaler and Roehm are to share their real world expertise and deliver candid commentaries on the performances, it will be Simmons who ultimately determines whether the contestants will be eliminated.
The winner will walk away with $100,000 and an advertising contract, CBS said.
Former "American Idol" contestant and TV Guide Network correspondent Kimberly Caldwell is to serve as the show's host.
Simmons is a co-founder of the rock band KISS who has a master's degree in music and who has starred in the reality TV shows "Rock School," "Gene Simmons Family Jewels" and "The Celebrity Apprentice."
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