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Teenager’s fashion virtual world Stardoll is to launch a video channel led by comedy series Chelsey:OMG!

Swedish-based Stardoll, which has more than 31m global members, is expected to launch the channel this August, with the second series of Chelsey:OMG! its first commission.

Stardoll, which earlier this year acquired social network Piczo, has a predominantly female audience aged between 7 and 17.

Written by comedian Nat Coombs, Chelsey:OMG! will follow an American girl as she begins an internship at the Stardoll London office.

The Web TV Enterprise has been appointed to sell advertising around the show, offering brands script integration and product placement.

The company worked on the first series of the show, selling pre-roll ad spots, including one for comedy film Confessions of a Shopaholic. This series marks the first time brands will be involved at production level. The online comedy series was originally screened on social network Bebo last year where it had a reported 1.7m views.

Dominic Perkins, head of strategy at The Web TV Enterprise, said, “The show was hugely popular on Bebo and we’re expecting the same with Stardoll, whose users are already interested in fashion and the kind of topics in the show.”

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Published 4 June, 2009 by NMA Staff

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