MTVN Feeling Social

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MTV Networks' Music, Films and Logo Group announced Wednesday that it is testing new social-networking platforms.

The programmer said the new platforms -- which are in the early stages of development and will evolve in partnership with advertisers and with audience feedback -- will “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 beta version of the first platform -- Virtual Laguna Beach, which debuted Wednesday ( and was built around MTV series Laguna Beach -- is being developed with PepsiCo, Mediavest Worldwide and OMD.

Next up are the music community in general and gay- and lesbian-targeted Logo, MTVN added.

“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,” MTVN Music, Films and Logo Group president Van Toffler said in a prepared statement.