The BBC is to broadcast its first ever full programme in a virtual world this Friday, when The Money Programme is shown in Second Life's Rivers Run Red Cinema, GamesIndustry.biz is reporting.
Virtual World, Real Millions will also be simultaneously pumped-out on BBC 2 at 7pm.
It will look at the rise of businesses in Second Life that have utilised the real-life currency "feature" to amass multi-million pound turnovers, focusing specifically on marketing company Rivers Run Red. The show will also address massively-multiplayer online gaming, the growth these worlds, and issues such as gold farming and virtual crime.
Second Life creator Philip Rosedale will be offering his thoughts, as will Rivers Run Red and the deputy editor of GamesIndustry.biz, Matt Martin.
Codemasters Online Gaming bigwig David Solari will also be chiming in to discuss the recently launched The Lord of the Rings Online: Shadows of Angmar.
Head over to GamesIndustry.biz to splash about in an industry-news downpour.