HONG KONG: Computer giant Hewlett-Packard and satellite TV company Star are joining forces for an Asian reality TV show HP Space to showcase creativity across the region.
Contestants from design, publishing, multimedia, film production, product design, music and fashion will be required to brainstorm creative ideas in competition for a $50,000 (€35,500, £30,675) prize.
"HP Space is a first of its kind initiative, providing a platform for talented people across the region to unleash their creative energy," says Star senior vice-president Jonathan Ellis.
HP is using the series to promote its "computer is personal again" strategy according to its personal systems group vice-president marketing, Ajay Mohan. "HP's 70 years of technical innovation and Star's leadership in entertainment is an ideal marriage to ring that experience to life," he says.
The producers have also teamed with online blog Nuffnang to recruit an official blogger for the show.
HP Space will be an eight-part series and begins on Star World and Channel V on November 10.
Data sourced from Brand Republic Asia; additional content by WARC staff