• Broadcasting & Cable, Tuesday, December 2, 2008 9:30 AM

Entertainment networks are increasingly diving into video gaming, with its multiple platforms and revenue streams. While youth-oriented cable outlets like MTV are leading the charge, even Lifetime is betting on games. Industry execs hope gaming can drive ancillary dollars and eyeballs during a downturn, as well as eventually stand on its own as a key strategy.

Games also provide a great marketing tool for networks and vice versa. MTV Networks is developing a TV show based on its "Rock Band" game with reality-TV guru Mark Burnett, while Lifetime had success with a game based on its vampire series "Blood Ties." Sci Fi is developing a franchise that it hopes will merge a TV show with a multiplayer online game.

TV's expansion into games comes as the industry changes how it does business. Instead of following a film model, as in the past, it now follows the TV model, offering content on a weekly basis. That means rather than being limited to pre-game advertising, revenue opportunities now appear in the form of downloadable content, micro-transactions and subscriptions.

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