LOS ANGELES – Celebrity heiress Paris Hilton is bringing her reality show search for a new best friend to Dubai, where her hard-partying style will be reined in a notch to accommodate Middle East sensibilities, the production company behind the series said.

Production on the latest version of "Paris Hilton’s My New BFF" will begin later this month in Dubai and take 17 days, Ish Entertainment said.

As in the US and British versions of the program, the show will revolve around a group of contestants trying to win Hilton’s affection and the title of her "best friend forever," or "BFF" to use text-messaging lingo.

"We’re very aware we are not making the same show we would make in Los Angeles," said Ish co-founder Michael Hirschorn.

Despite the high alcohol content often found in similar reality shows, Hirschorn said that to respect the local mores of Dubai, alcohol may be nixed from the program.

He added that the idea for the show intrigued him.

"I was excited about the sheer, ‘Oh my God, what’s going to happen’ factor," Hirschorn said.

Lions Gate Entertainment Corp will distribute the show internationally, and the program will likely air in Arab countries and possibly in the US on cable channel MTV or on the TV Guide Network, which is owned by Lions Gate.

No air date has been set for the show starring Hilton, who has never before been to Dubai.