There.com, MTV launch 'Virtual Laguna Beach'

After months of whispers and speculation, MTV Networks and the virtual world There.com finally pulled back the wraps Wednesday on a 3D, digital version of the TV network's hit series, "Laguna Beach."

Dubbed "Virtual Laguna Beach," the new customized version of the "There" environment allows fans of the show to create avatars, socialize with friends, partake in a number of branded products and prowl around a fully digital version of the Orange County, Calif., city that gave the show its name. Players--on PCs only--can sign up for free.

"Viewers can hang out at the beach or shop at the local surf store and interact with one another in ways that mirror the on-air program," a press release from MTV Networks touted. "Just as the cast gears up for the winter formal, so too can viewers within 'Virtual Laguna Beach' prepare for the big night, find a date online and select the tux or prom dress for their onscreen identity."

In some ways, "There" is an appropriate choice for "Virtual Laguna Beach," since both the TV show and the virtual world are very attractive to teenagers. "There" launched in 2003, gathered a significant amount of steam as an online world aimed at women and then went into a steep period of decline that nearly resulted in its shutting its doors.

But more than two years later, "There" is once again a player in the virtual-world space. As such, it appears that MTV plans to use it as the platform on which to build more virtual communities. Among them are environments for music fans and one for LOGO, a TV network and online community aimed at gay, lesbian, bisexual and transgender viewers.