We've had The Voice, The Face, The Taste... now welcome the latest reality competition show based on the fourth of five senses.
A panel of celebrities noted for the prominence of their proboscis will be blindfolded and judge the comparative merits of olfactory emissions produced by competitors. Celebrities lined up for the first series are thought to include Gerard Depardieu, Celine Dion, Pete Townsend and Jerry Hall with a possible guest appearance by Barbra Streisand.
Will Britain's best bouquet be a subtle blend of honeysuckle, roses and cut grass on a summer's evening; a newspaper full of fish and chips liberally doused with vinegar, against a background note of sea spray ; or the pungent parp produced by a takeaway tandoori following ten pints of Tennant's?
There will be two rounds each week. In the first round, contestants will produce their own choice of aroma, and the panel will try to describe it. The audience will award marks based on both accuracy of identification and quality of description. In the second round, the panel will nominate specific scenarios, and the contestants will produce perfumes that portray the scene most evocatively. For example "Selling a house" might result in the smell of baking bread, roasting coffee beans and furniture polish with an undertone of cold sweat.
A "library" of 1,000 essential oils will be available to contestants to enable them to blend the fragrances; however, extra points will be awarded to those who choose to express the emanation through the medium of their own body.