China Mobile is making further inroads into the entertainment industry with its recently established China Mobile Stars Academy.

Aimed at discovering, training, producing and promoting pop stars, the academy will collaborate with leading record companies including Universal Music, Warner Music, Huayi Music, Gold Typhoon and Taihe Rye Music, among others. Well-known producers and songwriters such as Zhang Yadong, Li Quan, Yuan Weiren, Guo Liang, Gao Xiaosong and Steven Chow Zhiping have been invited to join the academy's faculty, to offer courses in singing, dancing, acting, and even public relations.

"Our aim is to create real Chinese stars and promote them worldwide," says Lai Hang, president of China Mobile Stars Academy.

From now on, all Chinese talents aged 18 or more, who dream of becoming a music star but have never released an album (barring singles) can log on to www.12530.com to apply to join the academy. Those who have signed contracts with record companies or agencies can also apply, as long as their companies allow it.

Starting today and lasting till March 12, 2010, Dragon TV and Taiwan's CTI Television will produce and telecast the recruitment process. It is the first mainland talent show to be shown in Taiwan.

Lai says the academy has already received hundreds of applications including those from the US, Japan, Malaysia and Singapore. Many are talent show winners in Hong Kong and Taiwan.

China Mobile's forays into the music industry began in July 2006 with its M. Music project.

M. Music allows consumers to not just listen and download music but also select songs they want as their cell phone ring tones. China Mobile also presents gigs open only to its customers and arranges for them to meet their idols regularly.

It has become a powerful link in an industry chain that brings together China's best known record companies, websites such as sohu.com, sina.com, 163.com, kongzhong.com and many leading cell-phone manufactures.

In 2007, China Mobile earned more than 10 billion yuan from digital music. And this year, Chinese pop singer Li Yuchun and Hong Kong singer Karen Mok released digital albums.

"With fewer people buying albums and more turning to digital music online, M. Music helps record companies to increase business. It's a win-win project," says Song Ke, managing director of Taihe Ray Music. "What's more, we help fight piracy and promote original music."