Emmerdale Joins The Journey Into The Metaverse

ITV Studios has announced that Emmerdale is joining the journey into the Metaverse.

ITV Studios has announced a new research and development project 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 an incredible interactive world to enhance the audience experience with cutting edge immersive technology.

The Yorkshire based programme has its studio base in Leeds city centre and a purpose built 24 acre village in the grounds of Harewood House.

Emmerdale's 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 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."

www.itv.com