In more Second Life news, lauded record label Ninja Tune is set to launch a virtual music video channel in the mushrooming virtual world, profiling new acts and selling digital music. The station will be part of a TV network called Virtual Life.TV created by design agency Rivers Run Red.

“Second Life has a population of almost 1.5m users who can already shop at virtual stores; go to virtual nightclubs, festivals and bars to meet people and socialise and can even teleport and fly. Now they can also stay in and watch TV.” Says Steve Mayall, director at MusicAlly.

The new station, called Ninja TV, will feature several hours’ worth of full length videos from artists such as Roots Manuva, Coldcut, Spank Rock, Cinematic Orchestra, Pop Levi and Mr Scruff. This will be made available to all Second Life inhabitants (there are over 1.5 million now) who can tune in to watch the TV station free of charge. Inhabitants can also shop in Ninja Tune’s new digital shop.

“This is great opportunity for us to showcase our videos in a new and exciting environment, with a new creative outlet for our artists and a new way for fans to access them’ ” said Laura Seach, Head of Digital at Ninja Tune.