Mass media and virtual worlds . ..

I have been a long believer that the mass media - television and radio - are still poised to be the dominant powers of the Internet ... if they can let go of their fear of the Internet. Their current position reminds me of the stories of the railroads way back when ... ignoring and afraid of the airlines. If the railroads had recognized that they were in the transportation business ... they could have had it all!

It seems that still to this day, TV and Radio are all around us, constantly pushing their content at us, and - sadly or not - the masses still flock to it. Millions of people across the country are scheduling their lives around their "favorite" TV show that they can't get enough of. Even the news draws millions of people to learn more about all of the events that occurred around the nation, and in their local area, they they *must* know about.

With this huge audience, this medium is still, IMHO, the most untapped mechanism to get people to the Internet. It is the *only* way that you can impact so many people - at nearly the same instant - with some message or meme. TV was the original way that people or companies were "slashdotted" ... when something runs on TV there might be hundreds of thousands of immediate responses.

This article demonstrates a powerful TV brand utilizing it's communications vehicle to move people to a new medium on the Internet ... and to go beyond the "reality" TV of today, and into virtual worlds. MTV is now creating a television program, that is then being used to drive people into their online virtual world. This, to me, is a prime example of good marketing ... using the power and reach that you have through TV to then create awareness and drive the people to your web properties. Nice!

MTV launches 'Virtual Hills' based on There.com platform. Blog: MTV Networks on Monday announced the launch of Virtual Hills, a new custom virtual world created using the There.com platform,... [CNET News.com]

[tags: mtv marketing virtualworlds there massmedia]