Posted: 17 April 2007 at 1:23am | IP Logged
Electronic Arts (EA) and Endemol Group have announced a creative
partnership for the development of 'Virtual Me,' an online offering to
debut in Endemol's top-rated 'Big Brother' show.
'Virtual Me' is a new concept in digital entertainment that aims to
bridge the divide between traditional TV and videogames by combining
EA's avatar creation technology with Endemol's popular TV programming
Avatar creation technology, viewers can create life-like cyber-clones
or online representations of themselves, with uniquely customized
appearances and identities. With these avatars, they can participate in
virtual versions of Endemol TV talent shows, such as Fame Academy and
Operacion Triunfo; game shows including Deal or No Deal and 1 Vs 100;
plus form real relationships with other virtual avatars on the Web.
Peter Bazalgette, Chief Creative Officer of Endemol, said, "We are
told that people are starting to spend more time online than they are
watching TV. Both markets are now important, and this has huge
implications for content creators. Our opportunity with EA is to
develop ideas that fully embrace the way people are consuming
Commenting on this new offering, Gerhard Florin, Executive Vice
President and General Manager of EA International, said, "With 'Virtual
Me,' we are at the forefront of a new, hybrid form of entertainment
that takes gaming beyond the console."
The two companies believe that the partnership will help bring
together the best of TV and video games for an offering with mass
appeal which could change the face of entertainment.
The duo plan to have an integrated team for sharing expertise in
their respective fields, and develop entertainment formats and
experiences for a wide range of platforms, including TV and online.
For starters, Virtualme.com will be launched in the coming months
to coincide with the new series of 'Big Brother,' and will use new
avatar creation software to allow people create lifelike virtual
representations of themselves.
Edited by albusdumbledore - 17 April 2007 at 1:23am