Van Toffler, president of MTV Networks' Music, Films and Logo Group, a division of Viacom (NYSE: VIA and VIA.B), today announced the company is testing new social-networking platforms that seamlessly integrate television programming with virtual world technology, resulting in interactive experiences that let viewers personally experience -- and 'live' for themselves -- the content they see on-air. The new platforms -- which are in early stage development and will evolve in partnership with advertisers and audience feedback -- could help define next-generation media and advertising models. The company is working hand-in-hand with Pepsi, Mediavest Worldwide and OMD on the development of a beta version of the first platform, "Virtual Laguna Beach," which is built around the successful MTV series "Laguna Beach," announced Sean Moran, executive vice president, MTV 360 Degrees Ad Sales.

Toffler noted that the platforms will deliver immersive environments that are not only reflective of, but parallel to, the world viewers see on television. These universes take viewers beyond passive consumption to active engagement with programming and with marketers' messages. A beta version of Virtual Laguna Beach debuts other virtual worlds are planned later this year for the broader music community and for viewers of LOGO, making it one of the first such applications for the lesbian, gay, bi-sexual and transgender community.

"Our audience wants more interaction with our content and with each other. Virtual Laguna Beach lets our audience become the stars themselves, stepping onto a virtual stage and living the life they see -- or would like to see -- on television," Toffler said. "Virtual Laguna Beach also is just one example of the next-generation media models that we're creating for our viewers to connect with one another in ways they never could before; for content creators to develop experiences that live side by side with on-air content; and for marketers to become an integral and meaningful part of the programming."

Jeff Yapp, executive vice president of program enterprises for MTV Networks' Music Group, noted that the media models give rise to a new concept of social networking by combining two elements audiences love -- popular television programming and emerging virtual world technology. "Virtual Laguna Beach and the other models we're developing hold the potential for ushering in a new era of audience engagement," he said.

Moran added that the platforms offer the ideal environment for marketers to seamlessly weave their messages into the overall experience. Viewers in- world also can choose to interact with sponsors' content and also purchase virtual as well as physical goods, he said. "We're actively working with our advertisers to help them become an integral part of each experience so they can reach their consumers -- our audience -- in meaningful ways," Moran said.

Marketer Support
A number of marketers and media buyers have pledged their support for Virtual Laguna Beach.
"Through Virtual Laguna Beach, we will be able to interact with consumers in ways we never thought possible," said John Galloway, vice president, sports and media marketing, Pepsi-Cola North America. "We look forward to collaborating with our partners at MTV to make this program the premiere online destination for the show's fans."

"Platforms like Virtual Laguna Beach let us achieve much more than a simple campaign extension," says Amanda Richman, senior vice president, group director, Strategy Development and Innovation, Mediavest Worldwide. "They offer the opportunity to dimensionalize the brand and infuse brand attributes into the user experience in a smart, fun, engaging way."

"This opportunity is an extension of the truly convergent partnership between OMD and MTV Networks," said Debbie Richman, Managing Director of National Broadcast Investment for OMD. "It allows our clients the opportunity to connect with the audience of one of MTV's premier properties in a much deeper and personal way."

Virtual Laguna Beach
Virtual Laguna Beach transports viewers directly to Orange County, Calif., where they live in the same environment as their favorite cast members, and interact with other fans through real-time chat. Viewers can hang out at the beach or shop at the local surf store and interact with one another in ways that mirror the on-air program. Just as the cast gears up for the Winter Formal, so too can viewers within Virtual Laguna Beach prepare for the big night, find a date online and select the tux or prom dress for their on-screen identity.

Yapp also noted that MTV will utilize the platform to premiere Laguna Beach episodes in-world prior to on-air. The seventh installment, in which cast members attend the Winter Formal, will debut in-world on Tuesday, Sept. 26, ahead of its Wednesday, Sept. 27 airing, marking the first time a television show has ever debuted in a virtual world. Viewers in-world will then be able to attend their own version of the Winter Formal.

Laguna Beach: The Real OC
The third season of the popular reality drama premiered Aug. 16 and chronicles the coming-of-age stories of various high school stories in the upscale seaside town. The first two seasons of the show consistently ranked number one in its time period among P12-34, and was the most watched in its time period among P12-24 across all television. The show is a hit, as well, on MTV.com, where fans can join the VIP section of the Laguna Beach Surf Club. Die-hard fans also can go to MTV's Overdrive broadband channel to get exclusive content, first looks, community features, games and much more.

MTV Networks is working with Makena Technologies on the development of Virtual Laguna Beach and the forthcoming Logo environment. MTV Networks is also working with Doppelganger, formerly Evil Twin Studios, on the virtual music environment.

Makena Technologies / There.com
MTV Networks selected Makena Technologies, creators of the 3D social virtual world There.com. Makena is helping develop Virtual Laguna Beach and the forthcoming LOGO-based experience. The selection leverages Makena's many years of experience in developing one of the Internet's largest 3D social virtual worlds, its understanding of the youth demographic, its development of an in-world economy, and its sophisticated integration of user-created content.

"Virtual Laguna Beach is a fresh concept in extending a TV brand, and it's another chapter in MTV Networks' history of innovation," said Michael Wilson, CEO of Makena Technologies. "It joins emerging virtual world technologies with a mainstream media property in a way that only a company like MTV Networks can provide. It is a privilege for us to participate in a project that promises to break new ground in media and advertising."

MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with more than 100 channels worldwide, owns and operates the following television programming services - MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 95 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.