MTV’s Online Avatar Play

NYT had a long paean to MTV’s latest efforts, which like most others it has done in the online world, is copying others (except when it buys the innovators): MTV will introduce Virtual Laguna Beach, an online avatar/role-playing service in which fans of the program can immerse themselves in virtual versions of the show’s familiar seaside hangouts.
This is the first effort. Two other virtual worlds are planned: VMTV is a music destination where visitors can club-hop among hip neighborhoods, buy music, watch videos, sing karaoke or even start their own bands. The third virtual destination, LogoWorld, an offshoot of Logo, the gay and lesbian cable channel, will be designed entirely by its participants.
The only thing: A startup Doppleganger has already launched something very similar to what VMTV sounds like….and has tie ups with AOL’s AIM and Interscope Records. And no mention of that in this NYT story.
Anyway, for VLB, MTV has advertising relationships with brands including Cingular, Pepsi-Cola, Secret and another Viacom company, Paramount. And on VLB, users will be able to buy other added thing: a virtual car and a virtual house for a gold membership fee of $4.99 a month. For $5.99, a platinum membership will get them status: V.I.P. access to nightclubs and other events to be staged “in world.”
“MTV executives declined to say how much they invested in Virtual Laguna Beach, but they described it as more than an episode of the show but far less than a season. They also did not say how much revenue they expected from the venture, but said they viewed it as an experiment that could lead to new sales opportunities.”

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