Well, from what I can figure out with my limited japanese skillz, his name is Shinji....Take that with a grain of salt though.
In any case, this new image of 'Shinji' is fuggin' creepy. For gosh sakes, he's got an adult's head with a childs body :/
The way the poster displays the characters really doesn't scream 'He's a rival!' to me at all, especially since they're blatantly pairing him up with Hikozaru.
Maybe the Brock on the official TV Tokyo site is a red herring? :/
Or perhaps Brock is the 'Max' of this region, and isn't deemed as important as the 3 other characters?
Yeah. It is written that that New Guy is a new rival. Shinji is his name. It seems that he will show up in episode 3, which airs on next week. It is written that Shinji challenges Ash for a battle.. So he may be Ash`s rival I guess.
I am unsure about the idea of him (Shinji) being Ash's new rival. As Gravy said, they don't usually display rivals in with the main cast like that. It really looks like he will travel with them, perhaps he is more connected with the Diaruga/Parukia part of the story...
Shinji, huh? Why do all the main rivals have names beginning with Sh? Eh, it's not a bad name, though.
Guess Ash is getting two main opponents this season... I wonder if this is a result of the popularity of the May/Drew/Harley dynamic? The Battle Frontier is the first season where a main character's had two rivals right from the start of the region.