MUMBAI: The lifestyle and glamour channel Zoom has announced its latest client led initiative - The L'Oreal Paris Elite Model Look 2006. The event saw the official launch of the model hunt platform in India and unveiling of the logo at The Leela Kempinski in Mumbai.

The announcement of the Indian leg of the international model hunt was made by the panel comprising Zoom business head MK Anand, L'Oreal Consumer Products division (India) director Phillippe Raffray, Elite India CEO Sushma Puri and reigning Miss India-Universe 2006 Neha Kapoor.

Speaking to Indiantelevision.com Zoom business head MK Anand says, "We will be airing a 10 episode series that takes a look at the reality shoot at the training sessions at Goa and the finale. A large part of the reality show is going to be produced by the internal team at Zoom and we are looking at finalizing a production house for the grand finale. It will depend on whether the finale will be a standard one or have a complete international template.

"Plus, being movers in the lifestyle glamour space, we do not want any other channels getting in to this space and are looking at blocking all such similar events. Here, we are looking to marketing this event in a big way. L'Oreal has been advertising with us since the beginning so we are happy to bring this property to them and vice versa. Additionally, this also helps us get exclusive access to content on the behind the scenes reality show," says Anand.

Adding that the Times Group had in the mid -1990's held the Elite hunt and the winners then - Ujwala Raut and Sheetal Malhar - have got global recognition, Anand says, "We got in to a different trajectory with the reality series Bannungi Main Miss India and with this event, we hope to consolidate our position. With our tie up with L'Oreal, we are hoping to throw up the next Indian modeling superstar through this hunt."

Giving details of the hunt, Anand says, "The auditions will be held between 2 to 9 September. Twenty girls will be chosen and sent to Goa for a complete training and fitness programme from 12 to 17 September. The finale is on 18 September and the first episode will be aired a week later."

All the grooming sessions will be held at The Leela Palaces & Resorts, which is the official venue sponsor for the event. Fitness expert Leena Mogre will be monitoring the sessions in Goa.

Commenting on the association with the event, Raffray said, "Beauty is a core part of our business and we see this event as a fantastic opportunity for fresh modeling talent in India to the forefront. Our association with Elite, one of the most prestigious modeling networks and Zoom, India's glamorous lifestyle channel creates a unique showcase for contemporary Indian beauty."

"The Elite Model Look is a platform for young Indians girls to get international recognition. We will be scouting for talent in six cities across India. The winner will represent India in the finals of the L'Oreal Paris Elite Model Look 2006, to be held in Thailand," says Puri.

Diamond jewellery firm Ira is an associate sponsor to the event.