Together with VH1, 10 x 10 Entertainment, the production company behind America's Next Top Model, is coming out with a new fashion-related reality competition. Entitled Click, the program is a search for the best fashion photographers from among ten hopeful contestants. It is likely that they will have to prove their mettle in similar challenges as those in other creative profession reality talent shows like Project Runway, Top Chef, Top Design, Hell's Kitchen and Shear Genius. They will most probably be tested for their ability to innovate and deliver despite specified time, resource and monetary restrictions.

Participants will share living space in a loft somewhere in Los Angeles, where the show will be based. They will travel to exotic locations to photograph professional models ?for the first time in their lives? as the catch phrase in the show press release states. There are even speculations that some of their subjects will be former contestants on America's Next Top Model, which would make for good advertising and public relations crossover for the two shows. Click will be hosted by fashion lens man, Russell James, whose works have appeared in leading fashion magazines such as W, Elle, Marie Claire, Sports Illustrated and Vogue. He is also responsible for some of the advertising campaigns for Victoria's Secret and Rolex.

While 10 x 10 Entertainment's America's Next Top Model has proven to be a surprising success in its first two seasons, it will be interesting to see if a competition centered on what goes on behind the cameras will thrive just as well. Click, which is scheduled to air on VH1 in the fall, is not the first collaboration between the two companies. VH1 and 10 x10 had previously worked together on the White Rapper Show.