Endemol International has appointed Andy Ward as director of business development, leading the creative partnership with games giant Electronic Arts.
Ward is spearheading the Big Brother producer's move to launch an online virtual world, and will report to Endemol International senior executive director, creative and commercial affairs, Mike Morley.
Virtual Me is being billed as a new digital entertainment concept that will bridge the divide between traditional TV and video games. Visitors to the Virtualme.com site will use Electronic Arts technology to create and customize their own next generation avatars (characters).
Ward said: "I've always liked challenging projects and Endemol have always given me the opportunity to develop and produce some of the biggest television events around. Virtual Me is an equally big challenge, and made even more exciting by virtue of its potential to bring together the talents, technology and successes of two of the world's leading entertainment corporations."
He joined Endemol UK in 2000 having previously edited the BBC's 28-hour 2000 Today millennium programme.
He produced a number of event specials for Endemol UK subsidiary Initial, where he was head of events, and later, director of special projects. He oversaw productions including The UK Music Hall of Fame, the Hans Christian Andersen special Once upon A Time, The Match and 46664 – Nelson Mandela's South African Aids event.
Morley said: "Andy has a terrific blend of international production and business experience. His energy and expertise will prove invaluable in driving forward a venture that we believe can revolutionise the way audiences young and old interact with major entertainment brands."
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