| When MTV first launched in the 1970s, it blazed a | | | | other - confusing foresight with desperation - and |
| trail of exploring the possibilities of multimedia. A | | | | diluting the industry in the process. There might be |
| channel dedicated to music videos such as Video | | | | instances where a recently-launched show will be |
| Killed the Radio Star was such a novel idea that it | | | | given its own virtual world immediately. Without a |
| immediately caught the fancy of the | | | | solid fan base, such decisions can prove to be |
| up-and-coming generation of its time. Now will that | | | | detrimental to the overall growth of the show. It |
| same foresight be beneficial for MTV now that | | | | can also lead to lots of money lost in bankruptcy. |
| they are exploring the realm of commercial and | | | | So how beneficial will this interactivity be for a |
| free virtual worlds? | | | | television network? In the case study of MTV, |
| MTV has been intent on staying consistent to its | | | | the thrust of course has some financial and |
| brand of being a hip and cool choice for teenagers | | | | economic roots. It endeavors to level up the |
| and yuppies alike by exploring the potential of | | | | advertisement exposure to simple viewing of the |
| virtual worlds in multimedia entertainment. For the | | | | ad in television screens to interaction with the |
| past year, MTV have been launching virtual world | | | | brand itself. |
| counterparts of their signature shows such as a | | | | MTV has a nice head start with this marketing |
| Virtual Laguna Beach, a Virtual Pimp My Ride, a | | | | move because their brand has come to be |
| Virtual Newport Harbor, and a Virtual Hills. Even | | | | associated with quality content powered by |
| Mariah Carey - the iconic diva of reinvention from | | | | Hollywood stars. If all goes wrong, then the |
| her time in the 80s as a sultry belter to an RnB | | | | television network company can rely back on |
| crossover regular in the 21st century - has | | | | their original television roots. This is why it is |
| entered the fray by instituting the Virtual Ford | | | | worth watching the developments of their virtual |
| Model Search. This is a virtual platform where | | | | world television programs. |
| wannabe superstars can enter. | | | | Recently, they established the Virtual Lower East |
| This is an interesting possibility for the field of | | | | Side which is the closest thing that MTV has to an |
| entertainment. With these developments even | | | | interactive 3D environment virtual worlds with |
| television is joining the Web 2.0 phenomenon | | | | avatars, social networking and even some online |
| where virtual worlds are a part of. This opens up | | | | games. There is an emphasis on the social |
| many interesting implications for end-users. If | | | | interaction side here with dance clubs and high-end |
| shows can have a virtual world of their own, then | | | | (virtual dining). But as it is, viewers will be able to |
| its fans can try to appear in its milieu and | | | | gauge the quality of such virtual world. Similar to |
| participate in its workings. Moreover, it may spell | | | | the real world, virtual worlds - whether they are |
| good things for television shows because a show | | | | branded by a powerful television network such as |
| must be popular at first to have a virtual world of | | | | MTV - have to serve the users well with |
| its own - prompting end-users to support a show | | | | high-quality content in order to reach sustainable |
| if they truly want to add this virtual world | | | | development. |
| capability. | | | | Right now, the verdict is out on this virtual world |
| However, on the other hand, once this business | | | | experiment. Will it just be a fad or will it be the |
| model gains even the slightest hint of success, | | | | future of the World Wide Web? |
| competing companies will try to jump at each | | | | |