Dec 062006
 
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The Relentless March of Channels and Formats into Second Life

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Rather than just referring to the many standard press articles about the growing number of companies or formats that are setting up in Second Life (the media’s favourite MUVE at the moment) I have been ‘living it’ so to speak. My inworld blog JustVirtual provides an inworld perspespective, my avatars POV, of close encounters with the outside world’s ‘brand immigrants’. They are indeed seen that way by many residents, not disimilar to any alien brand entering a real ‘developing’ world. The recent companies include NBC, Philips Design, IBM, Reuters, Endemol and others that suggest that the next generation of entrants are moving in, with a far more robust and serious vision than the first wave who were just pushing product.

I can’t break the 4th wall in my other ‘fictional’ blog, I know strange, so I thought I would comment on two recent events in Second Life in 3rd person. The first is the preliminary days of the Virtual Big Brother and the second is Second Life’s most attended inworld event, the switching on of the Christmas lights in Rockefeller Plaza sponsored by NBC.

Big Brother Begins

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With these new entrants we are seeing a move to second gear, a shift in the maturity of the platform. Not technically (it still falls over an awful lot) or from a business model perspective (subs are still in the low 100k’s vs nearly 2 million registrants) but a web 3.0 paradigm shift – using the environment for quite practical and engaging services. I personally use Second Life (and other MUVE’s) for educational and creative purposes so I am probably already ahead of the curve. But onto to show. Big Brother selected its final 15 contestants (pic below) and I covered much of the lead up in this post. Most of the ‘housemates’ are women, I suspect because the producers are mostly male (I wonder how many of the females avatars women have a real world male driving them? We shall see.) I was actually on the last final 60 shortlist, but being able to commit to 8 hours a day online for the whole of December was impossible for me, so I didn’t pursue.

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A couple of friends are in there and already it is really interesting to see how the virtual Big Brother is becoming even more compelling than the real one! As well as the traditional backstabbing, personality differences or supportive housemate interactions (remember this is real people talking/communicating with other real people) all involved are are allowed to communicate to and lobby the many hundreds of passing/visiting ‘audience’ members. This ‘conversation’ is very engaging for those involved, the audience is resontating with the programme, or rather with the ‘experience’ – because this is no longer pre-packaged or controlled reality ‘video’.

For the audience inworld this is belonging to, and being part of the ‘game’. Lillani Lowell (my current vote and friend leading up to this event) gives an view down this particular rabbit hole for those who are not in Second Life (or likely to be) in her insightful updated blog from inside the house (the equivalent of the diary room I suppose – but here we get to see all entries). The odd but also thrilling part of the experience is being able to go and talk to the ‘stars’ of the show, whenever you want. They are there 8 hours a day ready and willing to ‘interact’ with you, albeit just to get you on their side perhaps, secure your vote, still it beats, hands down, an SMS into the void that we get with most so called ‘interactive’ shows. It will be very interesting to see how Endemol adapt to and learn from this process, this is a really exciting experiment as games/tv and online social neworks collide. Will they copy elements from this evolving format out into the rather stale ‘real world’ version? Perhaps not, as this is after all a self contained hybrid form which is best left to grow and learn to stand on its own feet.

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Above a group of loyal fans of Lillani (a talented scripter and builder) discuss the challenges ahead – in this Big Brother the housemates make things, complex 3D builds for charity. It is easy to appreciate the benefits of a this very diverse audience being used for these kinds of social experiments, game/tv formats. This is web 2.0 meets ‘TV form’ meets ‘games’, all evolving before our very eyes. It is also about game psychology, potentially interesting passive video generation and definitely about immersion for those involved. This particular version of the ‘show’ is thankfully nothing like the ‘real’ big brother, but it needs only the brand really to garner interest. The exciting thing is, it can and will go a lot further and I suspect there will be many other TV ‘formats’ and channels licking their lips. This is a really cheap way to pilot and user test web/tv/game shows after all. The ironic thing is though that this will likely gradually become the format for the masses over the next few years rather than the return to the traditional linear video route.

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A Virtual Christmas

The next event is one that starts to show the way forward as regards ‘merged media entertainment’ as I call it. The NBC virtual christmas was synchronised with the real event in the real New York, there was a virtual camera inworld streaming the virtual event onto the web and there was real TV news reports covering the inworld going’s on plus – a live band playing into the environment. My inworld post ‘Virtual Christmas with NBC’ gives an insight into the experience with far more images, for the 1000+ avatars across 18 or so duplicated sims – second lifes largest inworld event.

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So TV, web 1, 2 and 3, virtual world, live concert and outdoor all mixed and mashed together. I found myself checking nearly all my blog categories for this one! Another important part of this event was the sympathetic branding in the environment. It wasn’t in your face, it felt part of the experience particularly as the incredible build of the Rockefeller plaza and tower was copied down to the finest detail. Aimee Weber and Bedazzle Design are now experienced developers who themselves are old residents and have empathy with residents. This is critical to the future of these spaces. Better films are made by filmmakers who love watching film, games by games players, music by musicians who love to listen to a variety of sounds and virtual worlds by those who inhabit them. No brainer really.

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Above we can see the branding which didn’t spoil the experience for those waiting for the switch on of the christmas lights. The over representational build, the vane attention to duplicating every detail of the real world is not to my ‘particular’ taste but I can appreciate the ‘craft’ and stupendous effort. I think the real reason we are witnessing these 2nd generation ‘build and brand’ combinations is to draw more audience. The more cloning of familiar real world spaces the more tempted to enter, will be those normally reticent in entering MUVEs, virtual worlds and MMORPGs. I also think the more they see (in posts like this even) familiar brands the more comfortable they will be in taking the leap. The familiar chant of ‘get a life’ generally come from those who dont understand these 3D social networks, so now that sustained business models (millionaire Angshe), bona fide identifiable brands and big TV formats are taking root I am sure they may at least want to understand. Its going to be an interesting Christmas 2006.

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Posted by Gary Hayes ©2006

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  2 Responses to “Witnessing the Birth of An Entertainment Form”

  1. [...] Brother – PersonalizeMedia detailed report & at [...]

  2. [...] Witnessing the Birth of an Entertainment Format – BigBrother in Virtual World [...]

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