The ambitious new project “Boys 24” combines the television audition program, long-running Las Vegas-style shows, and the K-pop boy band model.

It features 49 contestants culled from 5,500 applicants from Korea and other countries, who compete in singing and dancing contests to win a place as part of the new six-member group formed at the end of the program.

The all-encompassing, global entertainment model, in the works for the past three years, is a 25 billion-won ($21 million) project undertaken by Korean entertainment behemoth CJ E&M.


“We wanted to bring together Korea’s strengths -- digital media, broadcast entertainment, and artist management –- in one show,” said Ahn Suk-joon, representative of CJ E&M’s music unit, at a press conference for the new reality show held in Seoul on Thursday.

The project will kick off with a TV audition program, slated to air simultaneously on CJ E&M’s channels Mnet, tvN, and in China and Japan on June 18.

During the show, the 49 contestants will be divided into seven teams of seven. Votes will be cast for each team as a unit, rather than for individual members. A jury of pop music experts will also rate the teams.

“Teamwork is very important in K-pop idol groups,” said Shin Sang-hwa, head of the concert unit at CJ E&M on the reason behind the team-based format. “Unlike with solo artists, the harmony and chemistry among members are huge factors,” he said.


At the end of the eight-episode show, 24 finalists will be selected to form two 12-member groups, which will perform for a year in 90-minute live shows at a concert hall in Myeong-dong, central Seoul.

“We hope to fill this show with both K-pop and spectacles that can be enjoyed by everyone, and make it a hit tourist attraction,” said Ahn.

At the end of the year, the contestants will be narrowed down again into a six-member boy band.

If successful, CJ E&M hopes to sell the format overseas. It is already in talks with China, Ahn said.

Ahn hoped the show will provide a “new momentum” and profit model for the hallyu market, which some worry is growing stagnant. If previous K-pop businesses sought to promote specific teams abroad, Ahn hopes the “Boys 24” model will become a global commodity with consistent returns.

“We say entertainment is a ‘rights’ business.” said Ahn. “Whether the performer is a Japanese or Chinese national, the key is who owns the rights (to the performance). We hope to spread the rights to this show’s format globally.”


During the lengthy process, all contestants will receive monthly compensation, according to chief executive Lee Jang-won of Liveworks Company, which has jointly invested in the show.

“The K-pop idol group system ... rewards entertainers after the costs of production are collected and profit has been made,” he said. “But we are against this poor system.”

“Most K-pop trainees don’t get paid during their training. They sometimes even have to pay for their own training. We plan to enter into legal contract with each contestant and give monthly payments and incentives,” Ahn added.

Lee Min-woo and Shin Hye-sung, members of veteran boy band Shinhwa, will participate in the show as mentors to the contestants.

By Rumy Doo (doo@heraldcorp.com)