[Each day, Worlds in Motion will be taking a closer look at individual virtual worlds. We'll start with a nuts-and-bolts overview, then move on to an in-depth tour, to be followed up with a conclusion-- all with the aim of bringing you all the essential info and details on each world in the rapidly-developing virtual landscape.]

Although we took a short break from our Online World Atlas last week, we're back to look at the most interesting (and at times unusual!) virtual worlds there are on offer. This week we look at Virtual MTV. MTV have a virtual world in Gaia Online -- MTV's Virtual Hollywood -- but they also have their own. Unusually, it's actually six different interconnected virtual brands -- virtual versions of The Hills, Backstage Pass, The Real World, Pimp My Ride, Skate Park, and America's Best Dance Crew -- but we'll be looking at them all under the banner of Virtual MTV.

Name: Virtual MTV

Company: MTV Networks

Established: September 2006

How it Works: Virtual MTV is based on Makena Technologies' There, and requires the download of the client (roughly 70mb) which runs in its own window. Navigation and gameplay are accomplished via mouse and keyboard input.

Overview: In Virtual MTV, users choose a generic avatar to start with and select the brand they (at least initially) wish to explore. Each of the brands is an MTV reality property -- such as "soap opera" The Hills or car modification show Pimp My Ride -- and the user can take part in an experience tightly related to the concept of the show. So in Virtual The Hills users are expected to socialize, care about their appearance, and can create and sell items. In Virtual Pimp My Ride, users can play games and perform challenges to earn vMTV "bucks" to spend on customizing their car.

Payment Method: Virtual MTV is free to play, and earns revenue as part of the MTV brand identity and in-game sponsorship. Players can also purchase vMTV bucks via credit card.

Key Features:
- Offers six mulitplayer brands each with unique aspects
- Based on Makena Technologies' There, so offers a similar interface, character customization and socialization possibilities
- Users can create and sell items

Useful Links:
MTV
Virtual Pimp My Ride
Virtual America's Best Dance Crew
Virtual Backstage Pass