The cross-pollination of TV and MMO gaming is definitely on the rise. Today we have word that an upcoming episode of CSI: New York will feature a crime involving Second Life.
Now it appears the next step is about to be taken, as CSI: New York prepares to broadcast an episode that will be integrated into an virtual experience involving the Second Life online world. This special episode will take "the plot of an upcoming CSI episode into the virtual environment of Second Life." The production company has established a private sim (or "island") in Second Life, and characters from the series will actively pursue the perpetrator of a "first life" crime through the virtual world. Additionally, the virtual presence will allow viewers to participate in the drama by visiting the lab, the scene of the crime, and other locations from the series. The producers have apparently crafted fully rendered views of exact scenes seen in the TV series, and the action will move more or less seamlessly from one world to the next. Naturally, a cliffhanger is involved.
This "integrated programming" is the next step in entertainment, and its popularity will only grow as network bandwidth improves over time. We can expect to see more and more participatory television (and movies as well) since the process increases viewer enthusiasm and acceptance. Traditional networks are slowly losing market share due to a perceived lack of new ideas and creativity, while big screen movie theatres are losing out to DVD sales and the increasing prevalence of home theatre systems. Integrating traditional entertainment with the online world is an excellent vehicle for boosting sales and market share, so expect to see even more creative projects over the next few years.
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