Toronto prodco Peace Point Entertainment is moving into the digital realm of Second Life and, under the direction of newly appointed director of new media Eric Blais, will promote its Food Jammers cooking show in the online virtual world.

Later this month, a character featured in the Food Jammers opening sequence will appear online as a lemonade stand operator. A nearby TV will pump out promo clips of the series, and participants can interact with the character to win a Food Jammers T-shirt.

Some three million people live, as the title implies, second lives in the online alternate world, which also features its own currency, a Reuters news bureau and plans for a Swiss embassy. The lemonade stand and its operator were created by Toronto-based Loop Media.

Peace Point is also providing a number of mobisodes to New York-based distributor Ithentic and is releasing selected series on DVD and iTunes. Websites for its television series are being redesigned to emphasize user-generated content, social communities and collaborative workspaces.

Blais was previously a consultant for Toronto-based Adeo Communications and web producer for Workopolis.com.

A version of this story appeared in Media in Canada.