In what's being described as a partnership of titans, Sir Richard Branson has teamed up with reality TV czar Mark Burnett for a new series that will send the winner into space.
In line with Burnett's wildly successful TV franchise Amazing Race, Space Race will take the concept of cross-planetary treasure hunts to new heights and give an 'everyday person' a seat aboard Branson's Virgin Galactic spaceship.
"Virgin Galactic's mission is to democratize space, eventually making commercial space travel affordable and accessible to all," said Sir Richard Branson in a statement.
"Space Race allows us to extend this opportunity of a lifetime to as many people as possible right at the start of our commercial service - through direct experience and television viewing."
The competitive elimination show will take place in the commercial spaceline's home at Spaceport America in New Mexico, the departure point and training and preparation centre for space flights.
The series is being produced by American broadcaster NBC.