"Our [ABC] objective is to develop a sense of Australian community based around content, creativity and innovation for Australian and international visitors to the ABC island," reads one of her posts.

Working in conjunction with the Australian Film, Television and Radio School (AFTRS), the ABC plans to host digital assets and stream content to showcase local productions and create an authentic Australian environment within Second Life.

"Creating an Australian space will have nothing but positive affects for Australian business," said Holloway. "It will give Australians a place to gather, grow and most importantly, to get exposure from both home and abroad for their businesses."

Although Second Life's registered population tops out at 2.6 million users, regular players (those who log on everyday) only represent 10 per cent of the total. Nevertheless, these residents have created a thriving virtual economy in which about US$650,000 is spent per day. With that figure in mind, it's with little surprise that uber companies such as Toyota, Nike, Sony BMG and Adidas, to name a few, have jumped aboard the Second Life ship.

But making the transition from selling real life goods in real life to selling real life goods in a virtual environment brings a whole new set of challenges, said Holloway.