CBS herds Sheep for virtual content

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CBS Corp. is taking a stake in virtual world content developer Electric Sheep Co., the company said Monday.

Electric Sheep, which designs properties in three-dimensional virtual worlds like Second Life, will work with CBS to capitalize on the potential of these worlds to build audience interaction and advertising channels for the company.

As part of the collaboration, CBS Corp. took part in the company's latest funding, which raised more than $7 million from existing investors.

"Virtual worlds are not just a place for 16-year-old kids but instead for demographics across the board," said Quincy Smith, CBS Interactive president. "The Electric Sheep Co. is enabling CBS' content and community to have early presence across many of these new worlds."

Smith noted Electric Sheep's involvement with CBS-owned Showtime Networks' "The L-Word in Second Life," a forum for "L-Word" fans to interact with each other and cast members.

Electric Sheep also produced a promotion for CBS' "Two and a Half Men" TV series, filmed in Second Life, which aired in a Super Bowl XLI pregame spot this month.

Smith said that plans to develop next-generation content related to "Star Trek" and "CSI" may be ahead for the future.

Electric Sheep's clients include AOL, NBC and Viacom.
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