ITV Studios’ long-running soap Emmerdale heads for the Metaverse

by | Mar 1, 2023 | News

UK media company ITV Studios has unveiled a new research and development project based around its soap Emmerdale, in partnership with The Screen Industries Growth Network (SIGN) and the York University-based XR Stories team.

Launching in March 2023 ‘Extending Emmerdale’ will see the development of two new projects using the programme’s IP to create experimental prototypes in the metaverse, building interactive worlds to enhance the audience experience with immersive tech.

Emmerdale head of production Nader Mabadi said: “We’re all aware that the nature of our industry is changing rapidly, as is how people are watching and consuming content. 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 village into that world brings one of the UK’s most loved programmes into a new and vibrant ‘universe’, giving us opportunities to expand and create hybrid content.”

John Rose-Adams (pictured), creative producer at XR Stories, added: “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. 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.’

Emmerdale, based in Yorkshire, has its studio base in Leeds city centre and also operates a purpose built 24-acre village in the grounds of Harewood House.

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