A first-of-its-kind experience, viewers will use a synchronised VideoWars Facebook application and mobile site to decide which music video plays next, while interacting with other viewers on air as well as online. At any time, four music videos from around the world will go head to head in an all-out war for television domination, vying for the votes of Channel O viewers to see which one is going to dominate LIVE on their television screens.

Vodacom Unlimited is partnering with Channel O on VideoWars and fans will be able to vote for the video that they want to rule on Channel O via social networks and SMS.

To vote on Facebook, fans can log onto the Channel O Facebook page or the mobile site, which has been optimised for smartphones. It is also available to users of all networks via SMS on 34086 at R1.50 per SMS.

"Channel O has consistently been first and exclusive with new interactive television to affirm its leadership in Original African music television, and VideoWars adds an exciting new dimension to its relationship with its viewers,” says Solly Moeng, acting head of youth channels.

"VideoWars perfectly captures Vodacom Power to you by putting the audience firmly in charge of an innovative new kind of social TV experience,” says Fatima Hassim, Vodacom executive head of sponsorship. Haydn Townsend, CEO of Trinergy Brand Connectors, the experiential agency behind the Vodacom Unlimited Experience, adds that "VideoWars is an excellent companion to our live events because it displays our vision for unique and compelling experiences."

Don't Look Down convergence agency's executive producer, Glenn van Loggerenberg, adds, "This multi-platform format is the latest evolution in our quest to dissolve the boundaries between today's media screens, and we are very excited about the innovation Channel O and Vodacom have unlocked with this partnership."

The show advances the concept of social TV by selecting and displaying the names and profile pictures of viewers who supported the winning video and by hosting a live audience chat channel that combines Facebook, Twitter and SMS interaction on air as well as on Facebook.

VideoWars, presented by Channel O and Vodacom Unlimited, takes to television screens every Tuesday to Saturday from 15:00 to 16:00 on Channel O.