UK record label Ninja Tune plans to launch its own virtual music video channel within the online world of Second Life.

The station will be part of a new TV network called Virtual Life.TV, created by UK design agency Rivers Run Red. The Ninja TV channel will be supported by leading UK digital music research firm Music Ally, which will be hosting an event in London in December to profile how Second Life can benefit the music industry.

The new station, called Ninja TV, will feature several hours' worth of full length videos from artists such as Roots Manuva, Coldcut, Spank Rock, Cinematic Orchestra, Pop Levi and Mr Scruff.

Any of Second Life’s 1.5 million (and rising) inhabitants will be able to tune into the TV station free of charge; and in addition to being able to watch the videos, Second Life inhabitants will be encouraged to click through to Ninja Tune's new digital shop where they can purchase the release in all formats.

"This is great opportunity for us to showcase our videos in a new and exciting environment, with a new creative outlet for our artists and a new way for fans to access them," said Laura Seach, head of digital at Ninja Tune.

The video channel will launch shortly, and Second Life residents will be able to pick up virtual TVs for free from a variety of points in the virtual world.

Ninja Tune is an independent record label, based in London, England, and created in 1990 by Matt Black and Jonathon More, otherwise known as Coldcut.