Next-Gen.biz reports that ITV boss Michael Grade has attacked the games while speaking at The Royal Television Society's Cambridge Convention, stating the business lives in a 'moral vacuum'.

EA boss responded to Grade's assault by comparing violent games to violent TV and cinema, noting that TV is just as violent as games at times and citing examples such as CSI, 24 and Kill Bill. He added that the industry has been unjustly demonised by the mass media.

Riccitiello also pointed to parental blocking technology on new consoles that aids adults in protecting minors from unsuitable content.

Grade was not convinced, however, stating that the structure of TV narrative helps put in context far better than games do. The CEO added that TV and games could co-exist, because of the vastly different experiences offered - though we're not sure if Grade would agree.

More on this ongoing debate soon.

By Luke Guttridge