The BBC's 'Money Programme' is to broadcast on massively multiplayer game 'Second Life', making it the first programme by the corporation to feature in the online game.
'Money Programme' will broadcast in digitised form, featuring the programme's reporter Max Flint as a spiky-haired alias MP Masala. It is understood the 'Second Life' broadcasts of 'Money Programme' will cover all financial news in the game, which claims to have a worldwide community of more than 2.3m.
The BBC said Flint would travel to San Francisco for 'Money Programme' to interview 'Second Life' creator Philip Rosedale, who is chief executive officer of the game's developer Linden Lab.
Flint will also report on how Reebok is operating a virtual shop in 'Second Life', and will visit Rivers Run Red, the London-based virtual reality marketing agency.
It is not the first time a financial news service has appeared in 'Second Life' -- Reuters opened a virtual bureau featuring a reporter called Adam Reuter in October last year.
Channel 4 Radio also launched a service on 'Second Life' in November 2006, claiming it is the first broadcaster to do so. Nissan, Calvin Klein, Sony and American Apparel already sell virtual products in 'Second Life'.
The 'Second Life' edition of 'Money Programme' will screen on BBC2 on June 1. Gamers will be able to access the broadcast by taking their avatar to the River Runs Red Cinema on the same evening.
Return to marketing news headlines
View Marketing News Archive