The challenge is to try to show how a visual artist, in this case a photographer, expresses his art,” explains Blue Velvet actress Isabella Rossellini, who hosts Sky Arts’ ambitious European talent Master of Photography will be simulcast on Sky Arts in the UK, Republic of Ireland, Italy, Germany and Austria. The winner will receive €150,000, the biggest prize ever offered in a European photography contest, plus an exhibition and catalogue of their photographs. The jury comprises three internationally prominent photographers: London-based German Rut Blees Luxemburg, Britain’s Simon Frederick and Italy’s Oliviero Toscani, a snapper best known for his daring images for Benetton’s advertising campaigns in the Eighties and Nineties.

Other renowned photographers expected to appear include David LaChapelle, who was once described as the “Fellini of photography”, Bruce Gilden and Jason Bell.