Second Life plugs into broadband TV

Channel 4 and the Sci-Fi channel are among the companies contributing content to Second Life's first broadband TV network, due to launch in the virtual world at the end of this month.

The pilot project is being put together by creative agency Rivers Run Red, a specialist in creating new projects for the Second Life virtual world or "metaverse".

Rivers Run Red is partnering with 10 big content companies to provide material for TV channels on virtuallife.tv.

By the end of 2007, the company aims to have more than 100 specialist channels streaming a mix of branded content and original programming 24 hours a day.

User content will also be featured, picking up on the trend of "machinima", or virtual world film, as well as distributing music and video.

The channel will help users with the financial costs of hosting video, particularly as video blogging becomes more popular. Distribution will initially be capped at 400,000 units due to bandwidth costs.

At launch, the Second Life broadband TV service will be free, but pay-per-view channels may be introduced later, and advertising will not be based on traditional broadcast models.

"What we're trying to do are much more immersive ads," said the chief executive of Rivers Run Red, Justin Bovington.

"We might have a competition based around a film, for example, but it's about using the content as an enabler to get people involved. I doubt we'll be having the traditional Cilit Bang adverts."

Users can pick up a small, large or supersize virtuallife.tv package from various distribution points in Second Life and install them on their own land or virtual home. TV schedules appear alongside the screen.

Mr Bovington said that TV is a more communal experience in Second Life with groups of people gathering around a TV and discussing the programme. He described the difference between Second Life and the internet as the difference between radio and colour TV.

"Massively multiplayer online role-playing games are a good way of engaging a community," said the brand development manager at the Sci-Fi channel, Ken Jones

Channel 4 Radio is also expanding into Second Life, claiming to be the first radio station to be based in the virtual world. Avatars can access the station through virtuallife.tv or listen through a portable virtual radio, and shows will include a dedicated Second Life community show.

Jemima Kiss MediaGuardian, Tuesday November 7 2006 Article history


I found this article while i was sreaching for information on when second life was showen on tv. The artcile shows that second life is now adding tv shows to there virtual world or 'metaverse'. this project is being run by the, Rivers Run Red creative agency. With radio being added aswell, soon second life with have a large range of of interactive things for users. i didnt like second life, i can see why for some people whis would be an outlet, say if they was disabled, but i would rahter live my life in the real world and not a virtual one.