Electronic Arts is cooking up another new venture, and this time they've enlisted the help of TV company Endemol to develop Virtual Me, a new digital entertainment concept that "bridges the divide between traditional TV and videogames."

This online offering will let users create their own avatars - or "astonishingly lifelike cyber-clones," according to a press statement - which they can use to meet, compete, and socialize with other gamers. Users can also join virtual versions of Endemol's TV series such as Deal or No Deal and Fear Factor using their avatars.

"With Virtual Me we are at the forefront of a new, hybrid form of entertainment that takes gaming beyond the console," said EA International boss Gerhard Florin. "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 slated to debut alongside the new Big Brother series which is coming to British TV screens this summer. A website is also in the works.