CTV’s strategy to keep viewers engaged with Degrassi: The Next Generation up to this month’s season finale will include a move into the online world vSide. The 3D social platform, produced by San Francisco-based Doppelganger, has also attracted The Tyra Banks Show and The Pussycat Dolls, but Degrassi: TNG marks its first Canadian television series.

Degrassi: TNG will host a week-long virtual event, dubbed ‘Degrassi Spirit Week,’ in vSide starting on Monday. Cast members will make appearances as vSide avatars at degrassi.ctv.ca. Users will also be able to purchase Degrassi clothing.

CTV president of creative, content and channels Susanne Boyce calls the initiative ‘a virtual breakthrough for Canadian television.’ The net already gave some promotion to the launch by getting eTalk‘s Ben Mulroney to create a 3D avatar of himself and interview Degrassi cast member Mike Lobel in vSide.

Targeting the 13-24 demo, vSide aims to connect teens with friends and give them a means to express their creativity. Users can play games, earn vSide credits to purchase virtual items, select and decorate their own apartments, throw parties, play music, and stream YouTube videos. Activity and chats are monitored to keep it safe for teens.

‘Our fans tell us they want to connect with our show any way they can,’ said Christopher Jackson, director of digital media at Epitome Pictures, in a statement. ‘We’re confident that 3D social networking platforms such as vSide will be a big part of ‘what’s next’ in the digital space.’

Degrassi: TNG airs Mondays at 7:30 p.m. ET, with the season seven finale set for June 23. The show will continue to air in that timeslot until season eight, now in production, premieres in the fall.

From Media in Canada