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The Sandbox, a metaverse gaming platform, has partnered with the South Korean TV network.

According to a Friday release, MBC (Munhwa Broadcasting Corporation), one of South Korea’s four major television and radio networks, has entered into a business agreement with Hong Kong-based metaverse game platform The Sandbox.

MBC will create its iconic Sangam office building and production studios in the virtual space, as well as other metaverse-original content for The Sandbox users.

The Sandbox has collaborated with a number of South Korean companies, including local entertainment conglomerate CJ ENM and big K-pop agencies SM and Cube Entertainment.

MBC used metaverse avatars for non-celebrity judges on The Masked Talent, a spinoff of the popular variety show The Masked Singer, last year.

Avatar Singer, the first metaverse music survival show, is also now airing on the South Korean cable television network. Avatar Singer conceals the identities of the participants by using augmented reality (AR) avatars.

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