Taobao taps 'cool' China via reality TV show

<P>Viral Xmedia is in the final stages of developing a new reality TV show for the mainland market, which is aimed at unearthing China's 'cool' young people.</P> <P><br><br><BR>Titled Project BeCool, the 18 episodes are expected to air after the call for applicants is completed in August. Online auction portal Taobao has signed on as the title sponsor and will be featured through branded content. </P> <P><br><br><BR>The show will involve the contestants engaging in a wide range of competitions.</P> <P><br><br><BR>"There are no platforms or venues to properly channel cool, trendy, original ideas on a national scale so that they can be debated, showcased and used to stimulate other like-minded youths," said Ken Chung, partner and founder of Viral Xmedia. </P> <P><br><br><BR>"The major departure here versus other shows is that this is very much an amalgamation of fun, entertainment and marketing efforts."</P> <P><br><br><BR>He added that significant care would be taken to ensure Taobao's messages did not dominate the content of the programme, a situation which could sacrifice the show's entertainment value. </P> <P><br><br><BR>The show will initially air nationally on satellite television and a number of magazines have signed on as partners, and producers are already in talks with international networks about carrying the show in overseas markets which have a significant Chinese community.<BR></P>