A version of the hit reality TV show Big Brother is to be staged in the online virtual world Second Life.
Contestants will spend at least eight hours a day on the virtual show
Fifteen international Second Life residents will occupy a glass house on the site, with each one being voted off over a month until a winner remains.
The final contestant will receive a virtual island within Second Life.
Second Life was set up in 2003 and has more than 1.2 million registered users. It has its own economy, and the virtual currency can be swapped for real money.
Paul Romer, managing director of Endemol Netherlands, said: "Big Brother Second Life represents a fantastic opportunity to amass knowledge of the virtual world.
"In the future, we will use this experience to develop specific content for online communities."
San Francisco-based Linden Lab, creators of Second Life, say the virtual world is growing by about 38% a month.
Companies including Toyota and Reuters have set up virtual presences within Second Life.