Distributed online every month from September, In The Loop will promote Wollongong and the Illawarra and promote the region as an exciting place to live, work and play.

Each monthly episode will be distributed via YouTube and social media and a talent search will be staged in coming weeks for the show's presenters.

That will involve an online audition process culminating in a live final, where the presenters will be chosen at a public event.

Relativity general manager and In The Loop executive producer Gerardo Ceres said it would tell the story of a vibrant and evolving city and region and share success stories.

"It will turn the spotlight on the region's high achievers through in-depth stories about people and businesses as well as covering events and including features on local attractions.

Mr Ceres said the audience for In the Loop would be everything from Illawarra residents, to expats and tourists.

He said it was a first-of-its-kind program that had the potential to evolve into a local pride campaign with enormous reach on social media that would help increase visitor numbers and attract new business investment.

A Facebook page at facebook.com/intheloop.tv has already been established to provide ongoing updates.

"We believe there is a place in the market for professionally produced local online content that can leverage the new model of streaming entertainment," he said.

"The rise of YouTube and Netflix has educated the market about new ways to find and enjoy content, but as far as we can see no one is creating professionally produced entertainment content for a specific region."

Mr Ceres said a number of local businesses had already signed on as partners to support the show and would help promote its programs through social media.

He said they included Destination Wollongong, Wollongong City Council, Illawarra Mercury, Internetrix, Illawarra Hawks, Digital Print Bureau, Fusion Training Solutions, Illawarra Women in Business, Peoplecare and Illawarra Credit Union.

Destination Wollongong general manager Mark Sleigh said the tourism body would be a presenting partner of In the Loop.

Mr Sleigh said it would provide an important service.

"The show provides a new digital channel to share the good news stories associated with the diversification of the local economy," he said.

"Being able to use high-quality digital content through social media channels to spread those messages is not only cost effective but also greatly enhances the potential reach of the program. In the Loop is an exciting digital initiative, very much in line with Wollongong being the 'City of Innovation' and something we are extremely proud to support."

Mr Ceres said parliamentary secretary for the Illawarra and South Coast, Gareth Ward, saw it as a great opportunity for Wollongong and the Illawarra.

‘‘It will change the region’s position in a competitive economic landscape by making people sit up and pay attention,’’ Mr Ward said.

‘‘The show will drive business attraction to this region by showcasing all that the Illawarra has to offer in a fresh way. It’s an exciting project.’’