South Africa’s third-largest mobile operator is making a play into the field of content production as it launches an online platform-based reality talent show aimed at discovering the country’s next YouTube star.

Cell C, in conjunction with bl!nk Pictures, on Tuesday unveiled #BreakTheNet, an unscripted talent search show guided by social media celebrities, such as local YouTube sensation Suzelle DIY or Instagrammer Ofentse Mwase, who will mentor 30 contestants vying for the most views.

“[The move represents] Cell C’s first toe in the water in the content space,” said Cell C executive head of marketing Doug Mattheus, explaining at the launch in Johannesburg that the show would operate through a Cell C application called Cell C Reality and broadcast through the application on the operator's YouTube channel.

During the first “call-to-entry” phase, which will run from September 15 to October 15, potential participants can enter their best one-minute video clip through Cell C’s Reality App to become one of the 30 contestants selected for the competition phase from October 16 until December 11.

The participants will then be given a task each week by appointed Task Master radio show host Darren 'Whackhead' Simpson to include in the filming of their videos, with the eliminations based on the number of weekly views each contestant attracts.

“Contestants will have 48 hours to deliver on each challenge. The number of views determines who stays. The aim is to go viral,” said bl!nk Pictures director Odette Schwegler.

The winner will walk away with R250 000 cash and a fully paid trip to Hollywood, Los Angeles, in the US.

Viewers can catch the first show on October 23 on Cell C’s YouTube channel, with content such as the tasks, celebrity discussions and behind-the-scenes clips available along with the weekly show on the Reality App.

“We feel the time is right to begin delivering incredible content through new channels. We have specifically designed the app to enable customers to be able to easily participate and for the rest to view and be part of this exciting new reality show,” said Cell C CEO Jose Dos Santos.

While the Reality App can be downloaded on any local network, with all subscribers able to watch, share and like the videos on the app, only Cell C subscribers can earn points which can be redeemed for data.

Comedy due Derick Watts and the Sunday Blues will anchor the show, South African actor Blessing Xaba will participate as a celebrity contestant and online personality Theodora Lee will join in as a mentor.