Just in case you missed this, EA and reality TV production giant Endemol (Big Brother, Fame Academy, etc) have announced a 'creative partnership' to launch Virtual Me, "a new digital entertainment concept that bridges the divide between traditional TV and videogames". Or, to put it simply, an online virtual world plastered with Endemol brands. From the press release:
"Want to be a pop star? A movie star? An action star? Virtual Me offers players the chance to participate in virtual versions of TV talent shows like Fame Academy and Operacion Triunfo, game shows like Deal Or No Deal and 1 vs 100 and to form real relationships with other virtual avatars on the web. VirtualMe.com, the home of the Virtual Me avatar creation system, will launch in the coming months."
This is about two giants of their respective entertainment niches staking a claim in the goldrush that is - or very soon will be - converged interactive media. Clearly, simply passing licensing deals between TV, videogames and the web is now considered a passe method of expanding brands. As Endemol chief Peter Bazalgette almost begrudgingly puts it, "We're 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."
It'll be interesting to see how Virtual Me pans out. If it genuinely contains competitive elements based around Endemol's TV brands, we're into interesting territory, where consumers watch and interact with their favourite shows almost seamlessly. Let's face it, which Big Brother fan doesn't fantasise about what they'd do on the show? The potenital ARPU from viewers goes far beyond the quick phone calls they make to evict contestants. In the future, there may be hundreds of subscription-based interactive Big Brothers running online. If Endemol and EA are clever, they'll promise to run channels showing the best of the day's online content as a spectator event - giving fame-hungry punters another shot at the Chantelle dream.
We're called media consumers now. Not TV viewers or gamers or web surfers. Everything is coming together - not in the awkward shape of interactive casual game channels on satellite, not in the shape of vote now phone-ins, not in the shape of videogames based on big shows and movies. No, everything is merging into one service, one swollen revenue stream, flowing from your converged online/TV subscription to the corporate entertainment coffers.
Sims meets Big Brother? God help us, it's the apocalypse of branding. It will ensnare civilisation. You're a media consumer. Get ready. Consume this.
