TELEVISION AND GAMES INDUSTRIES ANNOUNCE NEW EVENT PARTNERSHIP FOR EDINBURGH FESTIVAL

Monday 15th February/...Edinburgh Interactive, part of the Edinburgh Festival, and the Media Guardian Edinburgh International Television Festival today announced plans for a far-reaching partnership that will bring the games industry together with the TV industry.

On Thursday 26th August 2010, the eve of the TV Festival and the closing day of Edinburgh Interactive, the two will host the first ever creative industries event for television and games, providing an insight into technologies, but more importantly bringing the decision makers from games and television together for the first time.

The MGEITF Futureview Keynote Address will be given this year by a games industry leader, with Edinburgh Interactive hosting a Keynote Address from television. There will also be a Creative Masterclass at MGEITF which will bring together games developers and creatives to discuss the game development process and to explore what the opportunities may be for co-development of interactive TV and gamesformats.

Today there are 13 million new generation static games consoles in UK homes (Nintendo Wii, Microsoft Xbox and Sony Playstation 3), giving access to games, the internet, dedicated content channels and either the BBC iPlayer or Sky Player.

With TV formats such as I’m A Celebrity... Get Me Out Of Here, Countdown, Family Fortunes and Ready Steady Cook already available as Nintendo Wii and DS games, it is only a matter of time before the TV industry will develop new games formats for next generation 3D HD TVs with integrated console and internet access. Games are already becoming a major driver for digital entertainment usage, particularly on the internet and mobile phone platforms.

Chris Deering, Chairman of Edinburgh Interactive, said:“Games have had a significant effect on the use of the television in the home. Over the last 12 months this has moved on dramatically with recent research showing that 10 per cent of all BBC iPlayer requests are being driven by games consoles. The debate between the two industries has not yet begun; it will begin in August at Edinburgh Interactive and MGEITF.”

Deborah Turness, Editor of ITV News and Advisory Chair of the MGEITF Advisory Committee, said:“This is an exciting opportunity to explore joint format development between television and games and is a natural evolution driven by major advances in technology. In bringing together executives from these two entertainment industries to discuss, network and share ideas, we place both Festivals at the centre of a new global debate in Edinburgh.”

Edinburgh Interactive takes place on Wednesday 25th and Thursday 26th August 2010.

MGEITF takes place between Friday 27th August and Sunday 29th August 2010.

Ends

About MGEITF

A unique opportunity for individuals from across the media to share ideas, make new contacts and reconnect with friends and colleagues, the MediaGuardian Edinburgh International Television Festival offers delegates a varied programme of topical debates, one to one networking opportunities, master classes and keynote lectures from leading UK and international media figures. The Festival programme is developed by an Advisory Committee made up of individuals from across the industry.

The MediaGuardian Edinburgh International Television Festival is a delegate entry event which annually attracts over 2000 delegates from all sectors and levels of the industry. To find out more, and to register, please visit www.mgeitf.co.uk

MGEITF is a charitable organisation which supports and develops new talent from all backgrounds through its two talent schemes, The Network and Fast Track. Approximately one third of the delegate fees go towards supporting these initiatives.

About Edinburgh Interactive 2010

Now celebrating its eight successful year, Edinburgh Interactive is powered up to showcase the continued popularity, growth and influence of video games. And this year, the Interactive Festival is more synchronised with the world famous Edinburgh Festival than ever, appealing to the press, public and professionals from film, television and interactive media backgrounds alike, offering a bigger event for delegates, more consumer focusing– an overall spectacle for all.

As ever, Edinburgh Interactive wouldn’t be complete without the cornerstones of conferences, keynotes, panel sessions, debates, games screenings and even more people than ever jostling to get through the doors. www.edinburghinteractivefestival.com

Edinburgh Interactive is managed by an Executive committee and a board drawn from all areas of the games industry, including publishers, developers and the two industry trade bodies: The Independent Game Developers Association (TIGA) http://www.tiga.org and the Entertainment&Leisure Software Publishers Association (ELSPA) http://www.elspa.com. EIGF Ltd is the non-profit company behind the festival.

MGEITF Press Information:

Debra Johnson, Taylor Herring PR

Tel: + 44 (0)208 206 5151

Email: debra.johnson@taylorherring.com

Edinburgh Interactive Press Office:

Laura West / Simon Harvey

Barrington Harvey

Tel: +44 (0) 1462 456780

Email: laura.west@bhpr.co.uk simon@bhpr.co.uk


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