Television producers and commissioners said last week that gaming was increasingly being recognised by the television industry as an important way to engage viewers with their programmes. But they warned that there were still considerable cultural barriers between the gaming and television industries that often stood in the way of the development innovative cross- or multiplatform formats. Peter Cowley, managing director for digital media at television producer Endemol, told an audience at last week's Mipcom market in Cannes that the industry was beginning to understand that games could be more than add-ons to established television formats. "The old commercial model was, you build a TV programme and then you flog a lot of stuff around it," he said. "Now, games are being used to unlock drama online and to drive video views." The BBC is currently developing Around Britannia, a format about making difficult moral choices, which will start life as an online game before becoming a television programme.
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