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Fame Academy, the new BBC series billed as 'the next Pop Idol', kicks off this weekend supported by branding, logo and titles created by BBC MediaArc. The identity will appear across all platforms, including broadcast, web, SMS, CD covers, magazines, games and clothing. The reality TV series, created by Endemol UK subsidiary Initial, follows the trials and tribulations of 12 students aged 18 to 35. They will be subjected to intense performance training at the academy to help them reach the highest level of achievement. The contestants will undergo all kinds of coaching from voice instruction to dance rehearsals, and one student will be evicted each week. The show will air on BBC One, BBC Choice, CBBC and BBCi from Friday.