An innovative online version of popular reality show “Big Brother” will see 15 contestants battling for top spot in the Second Life virtual world.

According to the BBC, the winner of the net-based competition will get to claim a virtual island in Second Life.

“Big Brother Second Life represents a fantastic opportunity to amass knowledge of the virtual world,” said Endemol Netherlands’ managing director, Paul Romer. “In the future, we will use this experience to develop specific content for online communities.”

The Second Life virtual community boasts over 1.2 million members. It was set up in 2003.

Other real-life entities that have established themselves in Second Life include Reuters news service and Toyota.






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