MBC (Munhwa Broadcasting Corporation), one of South Korea’s four national television and radio networks, has signed a business partnership with Hong Kong-based metaverse gaming platform The Sandbox, according to its announcement on Friday.

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Fast facts

  • MBC will create its emblematic Sangam office building and production studios on the virtual space along with other metaverse-original content for users of The Sandbox.
  • The Sandbox has partnered with a slew of South Korea-based entities, including local entertainment giant CJ ENM, and major K-pop agencies SM and Cube Entertainment.
  • Last year, MBC incorporated metaverse avatars for non-celebrity judges for The Masked Talent, a spinoff of the famous variety show The Masked Singer.
  • The South Korean cable television network is also currently broadcasting Avatar Singer, which is described as the first metaverse music survival show. Avatar Singer makes use of augmented reality (AR) avatars to mask the identity of the contestants.

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