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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Friday–October 17

Kaitz: Less Dinner, More Swagger

Don’t call it the Kaitz Dinner—and leave the three-piece suits at home. Next week’s Kaitz fundraiser promises to put a new spin on the 42-year tradition.

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