BEIJING: Cosmopolitan and Esquire, the multinational fashion magazines, are teaming up to launch a new TV show that will be broadcast in China, and sponsored by companies including L'Oréal and Procter & Gamble.

A number of advertisers are adopting a unique approach in the Chinese market, where Procter & Gamble has itself produced an online soap opera, and Unilever has broadcast a seven-minute "minifilm" to promote its shampoo brand Lux.

The new series developed by Cosmopolitan and Esquire – which are both managed by Trends Publishing in the world's most populous nation – will be called Creative China, and aims to identify promising fashion and interior designers over the course of 52 programmes.

It will be shown of CCTV-6, which is typically known for broadcasting films, at peak times on both Saturday and Sunday, starting in October this year.

As well as having their work included in the two fashion titles, the winning entrants will be able display it at next year's London Fashion Week.

Shirley Zhang Xiao-dong, general manager and associate publisher of Trends Publishing, said "we will work with the production team who were behind the popular dark comedy TV programmes Crazy Stone and Crazy Race, which ran in March in China."

"We are confident Creative China will be profitable and attractive," she added.

Data sourced from Media; additional content by WARC staff