Hilversum- International projects executive Andy Ward will head up the global Endemol team in its creative partnership with games giant Electronic Arts (EA). The collaboration brings together Endemol’s television brands and EA’s entertainment software technology to create Virtual Me, a new digital entertainment concept aimed to bridge the divide between TV and videogames. As Director of Business Development, Ward reports to Endemol International’s Senior Executive Director, Creative & Commercial Affairs, Mike Morley. Ward joined Endemol UK in 2000 and previously edited BBC’s 28 hour 2000 Today millennium programme and produced event specials for Endemol U.K. subsidiary Initial, Fox and Japanese and Australian channels. To debut in Endemol’s format Big Brother, Virtual Me combines EA’s avatar creation technology with Endemol’s TV formats to provide new ways for consumers to compete and socialize in online digital worlds.