Channel 4 Radio to air shows on Second Life gaming platform

by Sarah Crawley-Boevey, Media Week 07-Nov-06

Channel 4 Radio is to become the first radio station to air on the virtual gaming society, Second Life.

The station is currently online only, but is bidding for a share of the
second digital radio multiplex.

Nathalie Schwarz, Channel 4's director of radio, said the channel was
strengthening its roots in new technology.

"We want to reach new audiences in different ways and put listener

interaction at the heart of everything we do," she said.

"We're not just slapping our brand on something, but are playing a role
for that community - we'll be digitally convergent in the virtual
world."

Channel 4 Radio's presence in Second Life will bring its voice to the
1.2 million people who currently play the virtual world game.

The radio station will be accessible via Second Life's internal
broadcast network, www.virtuallife.tv on portable radios that can be
carried everywhere by the virtual population. The service will include a
dedicated Second Life Radio Show reporting on the day-to-day goings-on
and developments in the online world - the first community voice for
Second Life.

Schwarz hailed Second Life as "the next YouTube" and said she believed
Channel 4 Radio's decision to join the phenomenon at this stage was
crucial.

Channel 4 Radio currently broadcasts a range of programmes on
www.channel4radio.com, including the return of The Tube last Friday
after a break of 19 years and the best of unsigned new music with
Slashmusic, hosted by Tom Ravenscroft, John Peel's son.