A roving band of talent and modeling scouts are preying on the hopes and dreams of Milwaukee families.

Every parent thinks her kid is the cutest thing going; cute enough to make it as a model or actress.

And one East Coast company, the Great American Model and Talent Search (GAMTS), is playing with that parental pride.

Now the I-TEAM has discovered that the price tag for these false hopes can be quite high.

The dreams are typical of what many parents want for their young children;

dreams of fame and fortune, a modeling portfolio, a possible acting career.

It's all promised by a Pennsylvania company.

But Senior Investigative Reporter John Mercure found out the promises come with a hefty price tag.

We took our hidden cameras inside this transient company preying on the hopes of those that can least afford it.

Paul Whitt works for GAMTS Mercure asked him if he makes a good living.

His response? "I'm paid decently. I don't think I'm paid as well as I'd like to be, but who is?"

The Great American Model and Talent Search holds free open casting calls throughout the U.S.

The firm recently spent a few days here in Milwaukee.

They rented out a hotel ballroom and set up shop.

They looked at about 300 kids.

This initial screening was free.

But to get any real help from the GAMTS you need to pay big money.

We saw many parents told their kid has made it to the next step--being viewed by actual talent scouts.

That step costs $629, plus all the costs of getting to and staying in Pittsburgh. It can quickly add up to more than $1,000.

And after you've spent in the neighborhood of a thousand dollars there is no guarantee that your child will get any work. Ever. There may never get any modeling work. There may be no acting gigs. But that $1,000 is gone.

So Mercure approached GAMTS worker Paul Whitt,"Are you taking advantage of people?"

Whitt angrily responded, "I don't think so. I mean, look at what the advertising is to get you here. Thousands of dollars. We obviously have to cover that. This room here wasn't free," he went on to say.

We also asked about all that cash that parents need to come up with to take the next step.

Whitt defensively told us, "Obviously I don't work for free either. I like a paycheck just like you. Last I checked, 'profit' wasn't a dirty word. We do live in the USA, not the USSR."

And some in the USA are not happy with the Great American Model and Talent Search.

Attorneys General in Michigan and New York have issued warnings that the amount being charged is not reasonable for the opportunity.

Jennifer Berg owns Jennifer's Talent Unlimited, a talent agency here in Milwaukee. She told us,"Nobody, but nobody should be taking money from these parents or their children."

Berg's company never takes money up front.

"I just get angry when I get the mothers call me and they're crying because they just spent $500 or $1,000 and they've got nothing out of it." Berg told us.

Whitt and GAMTS insist they are doing nothing wrong.

Berg disagrees, "I would like to see people like that put behind bars. I really would, because it's such a ripoff. It's awful."

We discovered lots of kids.

They have lots of hopes and dreams.

There's lots of money changing hands..

We found very little actual modeling work.

For tips on modeling agencies check out John Mercure's blog at http://www.todaystmj4.com/bloggers/mercure.