Three dimensional worlds such as Second Life, which allow people to create online versions of themselves, have built up a large following. Virtual Me will allow these avatars to compete in online versions of Deal or No Deal, Fame Academy and Big Brother.
Endemol and computer game company Electronic Arts said the site would be launched "in the coming months". Bosses at the two firms said it was a concept that bridged the divide between traditional TV and video games.
More of the move towards the 'metaverse'?