I saw your post on NBC, pretty amazing (and now I have a new place look at in the evening time )!

Yes, I think that media companies will be more capable of getting Second Life as they are more likely to scrutinize the media platform itself and not simply look at an initiative as an advertising campaign that spans a single platform.

Great media practitioners understand the potential of the mediated space that they are working in, unfortunately everyone thinks they can enter the media business and there are very few people who do it well.

The Sheep and Showtime got it right with the L word. In fact, one can enter the experience as a fan of the L word with little thought given to the fact that they are entering Second Life. The fact that Second Life allows for this type of white labeling is the reason that I believe it is way ahead of other platforms. It is only a matter of time before best practices begin to emerge and there is some type of benchmark for what truly works. It is at this point SL will really take off as a viable marketing channel.