Emmerdale makes soap history with never-before-seen addition to village
EMMERDALE is making soap history with an exciting new addition.
The ITV soap has partnered with boffins from the York University-based XR Stories team and The Screen Industries Growth Network to enter the metaverse.
Launching next month, Extending Emmerdale will allow viewers to explore the soap without actually being there.
The exciting project will see the development of two new creations using the programme’s IP to create experimental prototypes in the metaverse.
It is said it will build 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.
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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.”
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John Rose-Adams, 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.
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“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.”