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Pop / Rock 08/01/2004

Channel 4 & Island Records will launch Sugababes interactive game

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LONDON, UK (Channel 4 announcement) - Channel 4 today announces the launch of the new Sugababes digital interactive game and quiz, Escape from the Paparazzi. The new game is the result of a collaboration between Channel 4's interactive division, 4Interactive, and Island Records Group, a division of Universal Music Group, the world's largest record company. The project is a significant development for 4Interactive marking the first time it has worked with a record company.

The game will be hosted on Channel 4's permanent interactive television service, Four Active, and fans can access the game via Sky Digital on Channel 4 (104) and E4 (205) by pressing the red interactive button on their remote control. The software was initially produced by Visiware before 4Interactive developed the format adding in new graphics, the voices and images of the girls and making small changes to the game's format. Fans can play the first two levels free of charge before being charged a flat fee of 50p for access to all subsequent levels.

The format of the game is a puzzle where players can chose to play as their favourite Sugababe, either Heidi, Keisha or Mutya. The girls attempt to navigate their way around a red carpet maze all the time trying to avoid the paparazzi who are following hot on their heels. Starting at opposite ends of the screen, life is made difficult for the girls because for every square that a Sugababe moves forward the paparazzi move forward two.. Players need to keep their wits about them to beat the paparazzi and progress to the next level.

The deal was driven by the New Media team of Universal Music UK and was brokered on their behalf by Unication. Glenn Cooper - New Media Manager of Island Records Group said: "We are delighted to be partnering with Channel 4 to continue the Sugababes and Island New Media's tradition of innovation by launching this ground breaking Sugababes Interactive TV game and quiz on the Channel 4 platform".

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