MUMBAI : This is an initiative which promises to take visual, audio creativity of music buffs to a level previously unseen on the telly. MTV Asia and Sony Marketing Asia Pacific have announced a new 15 minute interactive show MTV Start.. It commences from 6 January in India and Southeast Asia and runs till 23 June.

Viewers have to send custom made requests using audio or visual media. A chain creation process is involved which goes like this. A fan starts the request by using a medium like a photo, audio clip, email. Then his friend adds creative inputs in order to spruce up the offering. The chain process ends when the finished product goes back to the first person. He sends it in for scrutiny. Requests chosen will be broadcast as well as posted on an online gallery at the MTV start microsite.

The judging criteria are :

1. Display of creative juices at work

2. How well connected is the submission

3. Concept layering. This will examine how many people were involved and what each brought to the table.

4. There must also be an absolute element in making the different strands come together.

To give an example a group of friends decide on the theme Beautiful Day. They then send images of what such a day means to each of them. The selector combines them and submits the entry. The programmes air at 8:15 pm.

Prizes up for grabs include Sony products like the walkman and digital still camera. Log on to www.mtvasia.com for guidelines, tips and materials to make the presentations more attractive.