When Rajesh Thind knocked on one Asian businessman's front door and asked if he'd be interested in taking part in Wife Swap, the answer was a resounding no.
The man had never heard of Channel 4's controversial and chaotic reality TV series, and thought Mr Thind's proposition was something altogether different.
"No, I don't want to give you my wife," he said.
But with the exception of this one minor misunderstanding, his hunt for an Asian family to become the new stars of the show that brought fame to lazy Lizzie Bardsley, has been overwhelmingly positive.
Several wives have already expressed an interest in swapping their husbands, children, homes and lifestyles for ten days under the watchful gaze of a television crew.
Mr Thind said: "We have reached an interesting point in history for the Asian community. People are more media savvy then they used to be and also more willing to adapt to change. But trust and confidence are things that have to be built up over time.
"We feel that Asian culture should be given a positive platform in the mainstream media and feel confident that with the right family, we will be able to present a modern and dynamic profile of Asian family life in Britain.
"The Asian community has reached a point of maturity where people can look at themselves and represent themselves, and it's important that they do, not just for that community but for Britain as a whole."
He's a firm believer in the positive powers of reality television and all the tears, tirades and recriminations that go with it.
He said: "The more we know about each other's lives the better it will be for Britain in the 21st Century. Personal stories are what help us to know our neighbours.
"It's not the Government policies or whatever, it's what people really feel. What really helps communities get to know each other is just seeing other people's lives, whether that be fictional, reality or even in a comedy format. But reality TV is one area where we still haven't had much insight."
He said the search for an Asian family to star in the fly-on-the-wall show, where two women live with each other's family for ten days, was not about trying to be politically correct.
"This is not about an overly-PC attempt to redress the balance," he said. "It's about looking for the stories that haven't yet reached our screens. It's about getting to the truth of other people's lives - not just blindly being positive at all costs."
He said the only Asian families on TV recently had been the BBC's comedy chatshow The Kumars at No 42 starring Sanjeev Bhaskar and Meera Syal, or the Ferreiras in Eastenders.
"I think the Kumars is very good and when one community presents itself to another it can be really positive, especially if they are warm, charming and creative," he said. "But they are not real or a part of the community so they are not really representative. On TV so far there have been some successes but there are still areas where more work needs to be done.
"Asian families are great for a number of reasons. There is so much energy and a strong sense of identity.
"The way people are spanning the generation gap in the Asian community as a whole has a lot to teach the rest of the UK. Mum and Dad are running the family business and the kids want to be popstars, but they are still function as a unit."
Mr Thind has spent the last week popping in and out of shops and houses in Birmingham looking for the ideal family for reality TV fame.
During the swap, a wife must abide by her host family's rules for a week and then she has the chance to use her own approach - often sparking fiery confrontations.
At its worst the series is just another confrontational reality TV show, but at its best Wife Swap looks at family lives and the different values that form Britain's diverse culture. It has revealed different life styles, from the way in which families spend their spare time, to what food they eat or how they clean their houses.
Mr Thind said: "During the swap we can assure sensitivity and respect towards individuals' culture and religion.
"We spend a long time getting to know families before the experience, so there is plenty of scope for discussing sensitive areas and ensuring that everybody is happy to proceed.
"I, or one of my colleagues will be with the family during the entirety of the swap, so everybody is in the experience together." n For more information contact Rajesh Thind on 0207 013 4320 or at rajesh.thind@rdf media.com