News : Prime time goes virtual

By John Gaudiosi

RALEIGH, N.C. (Reuters) - Why watch TV when you can be the star?

Digital video recorders have done away with the notion of prime time for millions of gamers. Now game publishers are offering interactive TV stories that have ushered in virtual prime time entertainment.

Microsoft wants Xbox 360 gamers to gather around the TV every night, but to play interactive versions of shows like Endemol's "1 vs. 100" on Xbox Live.

Gamers will be able to plug into this next generation game show this fall and assume any role in the game. A live host will call all of the action. All players will compete with each other for real cash and prizes.

PlayStation Network, Xbox Live and Wii24Connect are opening up new opportunities for TV studios to extend the life of their shows during hiatus.

"There's been a sea change in the collaborative process between Hollywood TV studios and video game developers over the years and the approach is now a very integrated one," said Mark Morrison, director of licensing in the United States at Ubisoft, which has translated "Lost," "CSI," and "CSI: Miami" into games.

"A lot of TV studios no longer see the video game as a simple licensed product. It's viewed as a brother or sister to the TV series where fans can go even deeper into the universe of their favorite characters," said Morrison.

Jordan Blackman, producer of this fall's "CSI: NY" videogame for PC and Xbox 360, said that over the past six years he's found that "CSI" game players don't fit the traditional gamer profile. He's worked with "CSI" creator Anthony Zuiker on this new game.

"These titles are played by at least as many women as men, and we're spread way out across all age groups," said Blackman.

"One thing we've learned is that it's the story that really gets people hooked to these games."

Ubisoft is also developing a new game for 2009 based on NBC's hit show, "Heroes." Morrison said the "Heroes" story line, captivating universe and rich characters make it a property ripe for a videogame.

Apple's iPhone has opened up new opportunities for content creators to integrate between the passive television content and the interactive game content like never before. The serial killer drama "Dexter" is going mobile courtesy of Mark Ecko Entertainment.

Even reality shows are taking the virtual plunge. Sig Hansen, the captain of the Northwestern on Discover Channel's top-rated summer show, "World's Deadliest Catch," developed a videogame that recreates the crab fishing experience.

"We've had so many requests from people trying to come on the boat to get that experience and I thought a videogame would give everyone a similar experience," said Hansen, who enlisted Liquid Dragon Studios to create Deadliest Catch: Alaskan Storm for Xbox 360 and PC.

Cooking fans can show their skills with a virtual chef Gordon Ramsay in Ubisoft's Hell's Kitchen game, which puts players through challenges to gain stars for the establishment. Each successfully completed day in Hell's Kitchen opens an authentic recipe from the Fox TV show.

Activision is bringing "Dancing with the Stars" to Wii and Nintendo DS this October. The dancing game also features celebrity contestants along with the ballroom dancers. But the players get in on the dance moves.

Fox TV's "Are You Smarter than a 5th Grader?" is making its way to game consoles, portables and PC, courtesy of THQ, allowing families to test their knowledge of simple facts.