Games publisher EA and TV production company Endemol have announced that they will be working together on a new digital entertainment concept called Virtual Me. Specific details remain sparse including which platforms Virtual Me will be accessible from (presumably broadband enabled PC's and games consoles) however the service will offer users a free initial download (presumably the avatar creation application) and will generate revenues from advertising and virtual item sales. The companies indicated that the venture will be launched within a matter of months.

The companies have revealed that Virtual Me will incorporate:

- avatar creation application. An integral part of the concept is the ability for each user to create a digital representation of themselves.
- the avatar may then be used to participate in virtual versions of popular TV formats. Those named include popular Endemol properties such as Big Brother, Fame Academy, Operacion Triunfo, Deal Or No Deal and 1 vs 100. How Virtual Me will integrate with the TV shows themselves has yet to be revealed in detail. One of the big attractions of the service could be the possibility of appearing in the main TV show because of one's performance with their Virtual Me in the online version.
- the avatars may also be used to interact with other user-created avatars, suggesting a social networking element to Virtual Me.

The deal with Endemol offers EA a broad, globally recognisable stable of IP to drive usage of the new service. Virtual Me offers Endemol an additional revenue stream and a means to increase brand awareness of its hitherto TV focussed programming online. Additionally Virtual Me is a way for Endemol to engage viewers outside the relatively constricted TV schedules which it must currently adhere to.

The general popularity of Endemol shows and their appeal across multiple territories (including Asia) offers the venture a sizeable userbase to appeal to. Additionally the ability to apply the concept to both new shows and new markets offers the venture significant potential providing EA and Endemol can create a compelling online entertainment experience with some meaningful integration into the TV format.

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