MTV has been on the cutting edge of youth entertainment and trends since its inception. In the 1980s MTV pushed music videos into mainstream pop culture, and were programming "reality TV" back in the early 1990s. Two years ago Web3DNews reviewed the MTV2 program Video Mods and its clever melding of music videos with 3D gaming technology.
But the 3D generation has another interest as well, as evidenced by the popularity of MySpace: online socializing. MTV is paying attention, and has just launched a virtual world designed to tap into this growth area. "Virtual Laguna Beach" is based on the popular MTV reality show Laguna Beach. The website lets fans design their own avatars and interact with other participants in a 3D setting based on the shooting locations for the real-world TV show. It's a little slicker than the 3D world Second Life, and there is going to be a strong commercial presence -- besides the tie-in with MTV's Laguna Beach program, there are other aspects of the virtual world that are intended to help MTV recoup its investment. For instance, participants who want a tricked-out car or crib will need to sign up for a monthly subscription. Advertising is planned, too.
MTV has two more virtual worlds planned as well, reports the New York Times: VMTV, a virtual hang-out and concert space, and LogoWorld, based on the gay and lesbian cable channel.
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