Endemol's Peter Cowley talks TV-to-Game branding on Xbox 360

During Edinburgh's Interactive Conference this morning, Peter Cowley, the digital media MD of Endemol, told attendees that due to the success of 1 vs. 100, the company is looking at bringing more TV-to-Game branding to Xbox 360.

"Microsoft approached us for a show for new service called Primetime. It has a live show with a host avatar and a voice over live, contestants can line up in a lobby in the game and could be picked, 100 are people picked to be an audience and the rest can play along," said Cowley. "The game can take quite a long time and it has traditional ad breaks like TV, plus you have to be a gold member of Xbox.

"I've been playing against 84,000 people simultaneously. I've seen the beginnings of convergence from TV ideas to new ideas on a platform. It's still unproven but I'm excited and can excite the TV guys about an Xbox game where they may have previously thought about it as a shoot up platform."

Cowley also stated that one idea the company had was a "poker-type experience" that could be played "along to a TV show or a mix of video-based content and gameplay. "

More over on Guardian UK.