MUMBAI: The mobile is a strong platform for channels to conduct interactivity. A case in point is MTV China.

The broadcaster is partnering with China Mobile's division Guangdong M-Zone for a new talent-search reality show for MTV China.
 

The show in question is MTV Battle To Fame. It will search for the a superstar from the Southern China region. Last month a multimedia advertising campaign combining MTV’s TV and online platforms, M-Zone’s mobile network, and print, radio and outdoor promotions reached out to the youth in the Guangdong region to promote the star search
 
 

The endeavour has attracted more than 12,000 entrants. Over the course of five half-hour episodes, the 10 finalists must prove their star qualities, including singing, dancing, sense of style and media savvyness. The winner receives a contract with the Music Nation label. The series will premiere on the MTV China next month.

The broadcaster states that while the concept of doing a star search is not new presenting it in a reality show format highlighting the challenges faced by talented young people waiting for a chance to shine is rather refreshing and exciting for the Chinese audience.