The Association of Financial Advisers’ (AFA) reality TV show project has won backing from the life industry and the financial services sector, according to CEO Brad Fox.

“A number of our corporate partners, including AIA, Asteron, BT, Netwealth and Zurich, have already committed support for the initiative,” he said.

“They share our vision to make a significant difference and grow the market for advice while helping Australians through their life-defining moments.”

Mr Fox says more AFA partners are close to committing support.

The program, called Your Best Interests, will broadcast on the TV4ME channel in the new year.

More than 90 consumers have applied to take part and about 40 advisers registered at the AFA conference in October.

“We are extremely pleased to receive such great interest from the public and the advice market,” Mr Fox said. “The show is an innovative game-changer that will help communicate the story of the value of advice to a much bigger audience.”

Evolution Media Group will produce the program for the AFA.