In what appears to be a first, MTV Networks recently premiered episodes of one of its flagship shows not only online, but in an online virtual world based on that show: the season premiere of the show, "Laguna Beach," as well as the show's next episode, were available a day in advance of their linear TV broadcast at several locations in "Virtual Laguna Beach" (www.vlb.mtv.com), a 3D, immersive social-networking environment that was recently launched by MTV Networks' Music Group. "By premiering Laguna Beach in the virtual world, we are rewarding true fans, giving them a chance to interact with our content in new, exciting and personal ways," Brian Graden, president of entertainment for MTV Networks Music Group, said in a prepared statement. Members of Virtual Laguna Beach were able to view the show's online premiere at 9:00PM on September 26th, at a "dance" that took place at a virtual "Spanish-style villa nestled by the sea." They could also watch it at a number of other spots in the virtual world, including Laguna Cinema, the VIP Club and the Laguna Arts Center. According to MTV, once the dance began and the premiere episode of the show began airing online, members could not only watch it but--since the episode centered around a "winter formal" dance event--actually recreate it at the virtual dance. In the week leading up to "Laguna Beach's" premiere in Virtual Laguna Beach, members of the virtual world had been able to shop for new, virtual evening wear and nominate one another for the titles of winter formal king and queen. According to MTV, the experience it created through the virtual world in anticipation of the "Laguna Beach" premiere demonstrated Virtual Laguna Beach's "ability to deliver special environments in which viewers can live in a parallel universe that mirrors the story arcs and themes of the on-air program." The company says that the virtual winter formal is "just one of many cool experiences that will be 'unlocked' in-world" as "Laguna Beach" progresses. It also plans to launch additional virtual worlds for its viewer base as a whole, as well as for viewers of its lesbian-, gay-, bisexual- and transgender-targeted channel, Logo.
Originally Published: October 17, 2006 Part 3 in [itvt] Issue 7.00
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