Emmerdale is heading from Yorkshire to the Metaverse in a new ITV Studios partnership.
From next month, Extending Emmerdale, will see the development of 2 new projects using the programme’s IP to create “experimental prototypes” in the metaverse.
ITV Studios will work in collaboration with The Screen Industries Growth Network (SIGN) and the York University-based XR Stories team.
“The booming experience economy, increasing capability of mobile devices, and rise of screen tourism all signal a great time to explore what more can be created with Emmerdale IP,” explained John Rose-Adams, Creative Producer at XR Stories.
“XR Stories and SIGN are best placed to support the development of new interactive and immersive content with our track-record in driving collaboration between traditional production and media organisations, and delivering ground-breaking innovation in storytelling.”
Extending Emmerdale is designed to “enhance the audience experience” with cutting edge immersive technology.
“We’re all aware that the nature of our industry is changing rapidly, as is how people are watching and consuming content,” added Emmerdale’s Head of Production, Nader Mabadi.
“Working with the team at XR stories to explore the extension of Emmerdale into the metaverse is a really exciting project. Developing the ability to take our beautiful village into that world is the perfect example of bringing one of the UK’s most loved programmes into a new and vibrant ‘universe’, giving us unending opportunities to expand and create hybrid content for our audience.”
The show is based in Leeds city centre and a purpose-built 24 acre village in the grounds of Harewood House.