Emmerdale is joining the metaverse with two new ITV projects

Emmerdale is set to get the metaverse treatment with two new ITV projects.

The broadcaster has announced 'Extending Emmerdale', which will use the programme's iconic intellectual property to create experimental prototypes in the interactive virtual world of the metaverse – or online virtual universe.

The two projects, which are launching next month, are said to "enhance the audience experience with cutting edge immersive technology", and are being made in partnership with The Screen Industries Growth Network (SIGN) and the York University-based XR Stories team.

"We're all aware that the nature of our industry is changing rapidly, as is how people are watching and consuming content," Emmerdale’s head of production, Nader Mabadi, said of the project.

"Working with the team at XR stories to explore the extension of Emmerdale into the metaverse is a really exciting project.

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"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.

"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."

Emmerdale airs on weeknights at 7.30pm on ITV1, and streams on ITVX.