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Global News Giant Plans Virtual Bureau (News, AdWeek Mag.)
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Written by Strange Ranger
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Monday, 29 October 2007 |
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 As other news organizations slash budgets and scale back bureaus, CNN is expanding—just not in real life.
The news giant is set to open a news-gathering outpost in Second Life next week. And unlike news service Reuters, which embedded a real reporter in the online virtual world last year, CNN will rely on Second Life "residents" to do all the legwork.
In the space, the cable network will create a variation of its i-Reports, the real-world vehicle through which average citizens contribute eyewitness reports. CNN will equip Second Life denizens with kits enabling them to transmit copy and photos. Visitors to Second Life will be able to get the latest news via kiosks scattered throughout the virtual community landscape.
CNN joins Reuters and BBC, the other news organizations to establish an outpost in Second Life, which boasts 10.3 million residents and a functioning economy, complete with its own stock exchange. Like brands in Second Life, CNN will face homegrown competition. Second Life has several digital newspapers published by residents, such as Metaverse Messenger and Second Life Herald. READ IT ALL HERE:
http://www.adweek.com
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