The virtual world Second Life provides for user-generated content creation as a necessary condition for its construction and sustenance. Through the co-construction of designing the world, in individual and collective acts, Second Life users have become television producers. Their ability to produce content analogous to traditional television indicates how the virtual world is a social medium aligned with the paradigmatic shift from consumption to produsage known as Web 2.0. This project analyzes the television production in this virtual world and uses it to define Virtual World Television (VWTV), which is separate yet related to the production activity of machinima. The analysis presented considers how the products, practices, positions and power dynamics of the VWTV producers in Second Life are comparable to those of traditional television. The comparisons are made to consider the extent to which VWTV producers are embracing the disruptive capabilities of Web 2.0 to transgress traditional television. The analysis of products and practices indicates that there is no widespread transgression of the content formats of television, or in how television productions are deemed to be successful. In addition, there appear to be numerous overlaps in the practices, positions and power dynamics of production. However, the very act of changing their relationship to television-as-text by engaging with a new form of television-as-technology indicates how the producers are able to transgress traditional television due to the capabilities of this Web 2.0 social medium.The emergence of Web 2.0 as an overarching paradigm for the Internet has facilitated video production by amateurs and semi-professionals, allowing them to assume a role traditionally held by television and film institutions. This ability is due in part to Internet-based technologies of distribution reducing production costs. With the rise of virtual worlds as collaborative and user-generated spaces, costs can be furt