The Brighton firm behind the Big Brother internet site is to create the web's first docusoap.
Victoria Real is co-producing CUT from the Lounge, a real-life show set in a celebrity hairdressers in Soho.
The Lounge salon is a regular haunt of stars such as Zoe Ball and Robbie Williams.
Viewers will be able to comment on haircuts in progress and eavesdrop on conversations from the stylist's chair.
They will be able to select camera angles and even chat with stylists and customers.
Work on the show will start at the end of August and the site will go live later in the year. A pilot programme has already been produced by the company.
Victoria Real executive producer Tony Steyger said: "This is a fresh and original idea.
"We haven't developed a language to describe broadband projects on the internet that mix reality, interactivity, animation and access. This venture will do that."
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