ome news for reality TV buffs - and those favouring the feline of the species. Cats are going to be the flavour of the next "Big Brother" style reality shows. The cats compete with each other for the prize catch of an executive level job, that of the "feline vice president of research and development" at "Meow Mix" cat food (www.meowmix.com). The webcam-equipped project will be shown in three-minute segments in the 9 p.m. EDT (eastern daylight time) hour Friday on the Animal Planet channel for 10 consecutive weeks, starting June 16. The spots are intended to serve as an innovative marketing tool for Meow Mix.

The various stages of the contest include 'best purr' and 'top post climber'. The contestants will be voted out by a panel of judges. The losers stand to win a year's supply of Meow Mix cat food as a consolation prize. Two winners will be chosen on the basis of the panel's choice and an online vote. And, wait, there's also a CSR (corporate social responsibility) angle to it. The programme is aimed at generating awareness of pet adoption. The Meow Mix House cats that will be chosen from shelters or rescue groups stand to gain new homes.... more