Electronic Arts has announced that the company are embarking on a new deal between themselves and Endemol to produce "a new digital entertainment concept that bridges the divide between traditional TV and videogames".

This new online endeavour, titled Virtual Me, allows users to create and customize their own personal avatars, which the company are touting as "astonishingly lifelike cyber-clones".

Through this feature, users (or rather, their avatars) can participate in several of Endemol’s hit television series, including Fame Academy, Deal or No Deal, Fear Factor and Operacion Triunfo.

With this new partnership, both company’s aim to “develop entertainment formats and experiences for a wide range of platforms, including TV and online".

"We’re told that people are starting to spend more time online than they are watching TV. Both markets are now important and this has huge implications for content creators," stated Endemol’s Peter Bazalgette.

"Our opportunity with Electronic Arts is to develop ideas that fully embrace the way people are consuming entertainment today."

Elsewhere, International boss of EA, Gerhard Florin, commented, "With Virtual Me we are at the forefront of a new, hybrid form of entertainment that takes gaming beyond the console. Endemol is a great partner to help us bring together the best of TV and video games for an offering that can appeal to mass market audiences and change the face of entertainment."

Virtual Me is set to debut in the UK alongside the new series of Big Brother this summer.