It is one of the most forward-looking initiatives ever to hit the Nigerian entertainment industry. Reason: The artistes who are being given a lifeline on the Zain-MTV 'Advance Warning' platform are those whose career has taken off but are yet to gather enough momentum to send them off to a flying start.

Their career is just at that crucial make-or-mar period, where a little slip or push could mean the difference between failure and success; between a dampened spirit and encouragement.

The 26 artistes whose ambition are being fired by the 'Advance Warning' project have some degree of recognition, but it is nothing compared to huge exposure that is coming to them from the combined energy of two corporate giants-Zain and MTV. This, for many of them, is the global shot they were praying for to reach a wider audience and to seek the kind of acceptance they have always craved after.

Given a broad interpretation, 'Advance Warning' describes the attempt to draw attention to the next set of Nigerians who have carved a niche for themselves and should make a natural progression (all things being equal) to the zenith of their game. But the world of the arts and musical entertainment (in particular) is a slippery ground and nothing should be taken for granted. A hot product- from an artiste and producer's point of view- does not always guarantee a hit in the market place. Ultimately, the buying public determine an artiste whose fame will rise. And so many factors come to play in producing a top selling album.

The latest collaboration between Zain and MTV was announced at a colourful media event at Planet One, Lagos attended by senior officials of both companies including Norman Moyo, chief marketing officer, Zain Nigeria and some of the participating artistes. Journalists at the event got a hint of what to expect as each artiste went into brief ecstasy of hype during the session of self- introduction.

However, 'Advance Warning' has created a pool of confident musicians by enlarging its safety net. Chances are that a good number of these 26 artistes will rule their different genre on the Nigerian music scene in the near future. So, 'Advance Warning' is saying that everyone should take heed now (you are being told ahead of time) beforethey break loose: Here come the next big artistes on the Nigerian music scene!

This is how 'Advance Warning' is going to work. Every week, beginning from today, two of these artistes will square up against each other. There is a schooled panel of judges watching their every move to award marks. But the better part of the appreciation will come from the voting public who will watch these performances on various local Nigerian television stations, and, of course, on MTV. That will be 13 weeks of musical battle. The first episode today, is between Durella and O.D. We also get to see the television presentation skills of MTV VJ (Video Jockey), Sizwe Dhlomo, who will be getting some assistance from Big Tyme, Jimmy Jatt, 9ice and Shasha.

The last two contestants- M. I. and Kenzos- in what can be termed the knock-out stage come on air on November 23.

On December 7, the 13 semi-finalists come before a live studio audience and the three judges to put up their best show.

Three finalists will emerge on December 14. Now, this is where the contest gets very interesting. It is no longer a matter of artistic prowess. The capacity of each of these finalists will be put to the test at a boot camp, where experts on various aspects of the music industry have been contracted to help the finalists sharpen their skills in the use of digital equipment for production. Other topics to be covered include the 'business of show business'. That is on December 21.

With Yuletide in the air, it promises to be a very merry and memorable Christmas for the MTV Advance Warning with Zain Winner who will emerge on December 28. What are we talking about? With N5 Million in the kitty and a chance to have a music video shot free of charge by a top international video director, who would not paint the town red!

Advance Warning completes the tripod of support offered by Zain to the Nigerian music industry. The company supported Idols West Africa, which seeks to develop raw talent from the grass root; and a few weeks ago, it entered a working relationship with MTV to celebrate the best established musicians in Africa through the MTV Africa Music Awards (MAMAS).