Local models Christabel Campbell and Emilia Soh could be on the runway to fame.

They are among 10 contestants in a reality programme called SUPERMODELME.tv which will only be shown online (www.supermodelme.tv).

Debuting on June 16, the twice-weekly 20- episode series is hosted by local supermodel Charmaine Harn.

The 10 contestants - the non-Singaporeans are from Malaysia, the United States, Australia, Sweden and Britain - will vie for $10,000 and a chance to be Asia's next modelling sensation.

The brainchild behind the show is local firm Refinery Media in collaboration with Exploit Technologies, a marketing arm of government-funded research institute A*Star.

Each episode lasts 15 minutes.

The 10 contestants are now housed in a rented single-storey bungalow in Bukit Timah.

Refinery approached local and foreign modelling agencies for contestants. The 10 were chosen out of 80 names shortlisted and after three months of intense interviews.

The show is being shot now. The format has the models taking on challenges involving photoshoots each week, with one model booted out in the process.

But do not expect catfights like those seen on hit TV show America's Next Top Model.

Ms Campbell, 21, says: 'We have no catfights - yet. But we don't all get along.'

The 1.78m-tall full-time model is of Indian, Chinese, Scottish and German descent.

Ms Soh, 20, agrees: 'I thought there would be more catfights, but it has been peaceful so far in the house.

'There are occasional ruffled feathers but no throwing of bottles, spouting profanities or insults.'

The part-time model, who is also 1.78m tall, is pursuing a business marketing degree in the Singapore Institute of Management and will graduate in November.

Netizens such as student Melanie Lim, 18, are excited about the upcoming programme.

'Television is a thing of the past. Perhaps Supermodelme.tv will lead the wave and spur other local productions to be broadcast over the Internet as well,' she says.

This article was first published in The Straits Times.