Mobile operator Cell C has made its first foray into the content space, launching an online reality show tagged #BreakTheNet, or #BTN, in partnership with Bl!nk Pictures.

Cell C said the show, which is focused on “unearthing the next online sensation”, marks the start of a “strategic content play” by the company. It represents its “first foray into content production for a future content delivery platform”.

#BTN is a talent search show that is meant to challenge the way in which television content is produced and consumed, Cell C said.

“How and where content is delivered to consumers is changing dramatically in South Africa as Internet access becomes more pervasive,” said Cell C CEO Jose Dos Santos.

The operator said #BTN represents a “combination of traditional high-level creative television and the best cutting-edge content offerings available to the YouTube generation”.

“Millennials are now watching as much YouTube as they do TV, and a large segment of the South African population are consuming content delivered through online platforms,” Dos Santos said.

“We feel that the time is right to begin delivering incredible content through new channels.”

The company developed the “Cell C Reality App” to allow viewers to participate in the show.

From 15 September, South Africans can submit their entry to stand a chance to become one of 30 contestants on the show, which will be broadcast from Sunday, 16 October until Sunday, 11 December 2016.

Participating contestants will be given a task to include in the filming of their videos and will be selected to continue week by week based on the number of views that they receive for each video.

Contestants will have 48 hours to deliver on each challenge. The number of views will determine who stays.

Derick Watts & The Sunday Blues will anchor the show, with Darren “Whackhead” Simpson portraying the Task Master. The mentors include YouTube star Suzelle DIY, who joins Instagrammer Ofentse Mwase and online personality Theodora Lee. South African actor Blessing Xaba will participate as a “celebrity” contestant.

The 30 participating contestants stand a chance to win R250 000 and a paid trip to Hollywood.

Access to the show and the app is available to customers on other mobile networks. However, they must be on Cell C to get access to free data to be used in the app and prizes on offer. — (c) 2016 NewsCentral Media