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"We did a focus group that got some fantastic feedback," Bovington says. "It normally would've cost us $40,000 to $50,000 to do, but we got better information in Second Life with just $5,000 to $10,000."

After working on marketing and promotional items for the Disney film "The Hitchhiker's Guide to the Galaxy" and creating the virtual presence for Adidas, Bovington is focusing now on media channels in Second Life.

Rivers Run Red is creating a broadband television network in Second Life. Dubbed Virtual Life TV, the 24-hour-a-day broadcast schedule is sure to draw attention in both the virtual and real world. It is expected that at launch, Bovington will introduce the UK's Channel 4 as well as the Sci-Fi channel to the virtual world.

"We gradually have created some momentum," Bovington says. "People will be finding where the experience is cross-pollinating a lot of brands, so we're supporting each other."

The firm is also going to be working with Paramount Pictures with movie trailers. While Internet visitors are using Apple's (AAPL Quote) QuickTime program now to stream trailers, Bovington sees Second Life as the next step in the evolution of previews.

"Trailers will work a lot better in Second Life," he declares. "It's a group experience. It's extremely immersive. It will be the difference between sitting at home watching TV and going out to the cinema."

While he has no qualms about sharing his view of Second Life's future, Bovington says it will not matter what his company or other companies do on day one, but instead on what they plan to do further out.

"We're still very much writing the book about how it's coming together, but it's very exciting," Bovington says. "The future is going to be using Second Life as part of the media mix. It's a content generator. You will have integrate it in the marketing campaign."