Microsoft, Sony and Nintendo hit TV
A primetime showcase for the games industry will hit ITV this November, with the same kind of network support and promotional effort as The Brits and Pop Idol. Granada Media, in association with Barrington Harvey and MCV, have already gained huge support for an awards and entertainment project that currently carries the working title of 'Games Stars'. The three format owners Sony, Nintendo, Microsoft, plus a major retail chain and Future Publishing are set to drive the event alongside Granada - which presented its concept to the rest of the industry at an invite-only meeting at London Television Centre on Tuesday (May 7th).
Such is the high profile nature of the project, a Saturday night slot complete with mega-star presenters Ant & Dec is being considered. The show will feature awards and incorporate performances from leading music acts - with Kylie, Gorillaz and Travis all shortlisted. There will be nationwide game sampling and voting, driven by Future and the retail chain. An official magazine is being planned by Future, whilst in-store areas promoting nominated titles will run through to Christmas.
"This will be the biggest event the games industry has ever seen," said Granada Media's sponsorship and licensing director Martin Lowed. "We are targeting 16-35 year olds and that is a massive TV audience, backed up by star attractions. "The games industry has always wanted its own entertainment event to sit alongside the music industry's Brits and that's what we very much intend to deliver."
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