P2bChi and MTV Asia are joining forces to salute the talent of ‘New China’ with an online competition in which consumers will be asked to write and perform their own songs in English or Mandarin, based around the theme Proud To Be Chinese. Songs voted by consumers as being the best will be marketed and released by EMI South East Asia. In the second part of the competition, aspiring young film directors in the region will be invited to create and produce a video for the debut single by Scott Hui, youngest son to Canto-Pop pioneer Sam Hui. The video judged to be the best by both father and son will be aired on MTV Asia. P2bChi is part of P2B, a multi-media company that stands for PROUD2BE. Its new web site, www.P2bChi.com is dedicated to uniting all those who are fans of Chinese pop culture. “MTV’s philosophy is about being relevant “says Silvia Goh, the channel’s VP, Multiplatform Content and Telco Digital. “We engage our audience by putting them in charge and empower them to influence content being offered to them. Proud To Be Chinese is a project that we believe in as it is a realization of the rise in popularity of Asian culture and Asian music.