Showtime joins the company of Pontiac and American Apparel in creating their own virtual universe in anticipation of their fourth season of the hit show, "The L Word."

The Second Life site will enable fans to watch episodes of the show, engage in discussions with the show's stars, visit virtual DJs and attend special events hosted by DJs.

The site, created by The Electric Sheep Company, launches today and will also feature stores with virtual merchandise available for purchase so users can customize their avatars.

"Virtual worlds are the first communication medium to allow individuals in different places to have shared interactive experiences in a 3D environment," says Sibley Verbeck, CEO of The Electric Sheep Company. "Bringing in the fan base of The L Word and enabling them to create their own community is a defining use of virtual world technology and the true creation of interactive television."