MTVN said it’s testing new social-networking platforms that integrate TV programming with virtual technology, a move foreshadowed by boss Judy McGrath at CTAM Summit in July. The goal: take viewers beyond passive consumption to active engagement with content and marketers’ messages. MTVN, Pepsi, Mediavest Worldwide and OMD are developing a beta version of “Virtual Laguna Beach,” the 1st platform debuting Wed at http://www.vlb.mtv.com.

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Cable Rate Proceeding Pales Next to Broadcast Ownership

With an incoming FCC commissioner and a just-opened docket on relaxing broadcast media ownership rules, there is plenty to watch out for at the agency. But first up is Thursday’s open meeting.

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