By Kelvin Newman
Channel 4, one of the UKâ€™s biggest terrestrial television channels, is the latest company to dive headfirst into the world of second life. They have set up a virtual radio station to promote their fledgling online radio business in every new media firmsâ€™ favourite MMPORG.
They are proudly announcing that they are the first UK radio station with a presence in virtual world; and it seems they have a more developed Second Life strategy than the purely-press-release-fodder favoured by many companies. As a whole, Channel 4 seem to have made a real effort to add some web 2.0 functionality, their radio service is in podcast chunks rather than simulcasts and voting on each shows quality does a good jobs of create a feedback loop compares pretty well to some UK old media companies efforts.