CNN Launches Its Virtual Bureau In Second Life

Cable News Net Extends IReport Effort To Virtual Community

By John Eggerton -- Broadcasting & Cable, 11/12/2007 7:53:00 AM

CNN Monday officially launched its Second Life bureau.

CNN says the reports from Second Life members it will aggregate at its "hub" in the virtual world, will also be available in the "real world" at www.CNN.com/secondlife.

CNN will seek out user-generated reports from cell phones, computers, cameras and other sources about "what constitutes news 'in-world,'" as in the virtual world of Second Life.

CNN sees the project as an extension of its iReports user-generated video, which have become an increasing source of breaking news coverage, from the Minnesota bridge collapse to the California wildfires.

“The thing we most hope to gain by having a CNN presence in Second Life is to learn about virtual worlds and understand what news is most interesting and valuable to their residents,” said Susan Grant, executive VP of CNN News Services, in announcing the bureau's launch. “Our iReport initiative has generated a great response from CNN viewers and users who contribute a wide variety of news, events and perspectives every day; and we are genuinely excited about the opportunity to forge a similar relationship with Second Life residents, albeit recognizing the need to customize the process for the virtual world.”

CNN’s hub will include a news desk, training sessions for virtual journalists and appearances by CNN anchors and correspondents. There will even be Avatar-ready apparel and press badges, likely branded with the CNN or iReports.

A spokeswoman was not available to talk about what avatars those correspondents might assume.