Lively by Google is a new product available in Google Labs which you can use to create a 3D avatar and chat with your friends in rooms you design. At first, Lively seems like a kind of Second Life but it can also export to blogs and other websites via a widget. If you have a few minutes spare, why not download the application and start to create your avatar. Pretty soon, you’ll be talking to friends on your very own website.

But what are the benefits of Lively for the social sector?
Perhaps for more politically correct uses such as the development of a 3D virtual office where you can interact with your supporters. Or maybe Joe Trippi, Obama’s New Media Campaign Manager could, implement virtual meetings between the candidate and his supporters (Joe, if you do decide to use the idea, please don’t forget to give me credit!)

But I’m pretty sure that its politically incorrect uses will be far more interesting! (as soon as I come up with one, I’ll share it with you on this blog).
Beyond the concept of this new 3D chat toy , I must also highlight Google Lab’s innovative spirit. Lively will graduate only if it’s approved by users like Google earth , Gmail and other Google experiments. Of course, Google is not thinking in terms of revenue with this application, money will follow Lively if people love the experience.

A recent report by the New York Times predicts that subscribers to mobile television will double globally by the end of this year.

Although Japan and Korea are currently at the forefront of the sector, the rest of the world is fast catching up and a technology that many thought would crash and burn is becoming ever more sophisticated and popular.

“This really is a phenomenon that is going to change viewing habits around the world,” said Weijie Yun, chief executive of Telegent, one of the leading mobile television equipment makers.

In Switzerland, around 40,000 people currently subscribe to a daily, 100 second news broadcast to their mobile phones and in Italy, the European leader as far as new mobile technology is concerned, a million people subscribe to a dozen mobile TV channels.

But what does this mean for the social sector?

Until the birth of mobile broadcasting technology three years ago, cellphone operators had to send video as prepackaged clips.

Now, however, footage can be broadcast live and direct to cellphones across the world. In Japan alone, 20 million mobile phones are already equipped with TV receivers. Pretty soon, it will become standard technology.

This means that information can be sent to mobile supporters as and when it occurs. NGO supporters will no longer have to rely on second-hand accounts of events and protests but will literally be able to see for themselves no matter where the event is taking place, from the front lines!

Mobile operators across Europe and the United States are currently investing in broadcasting towers, mobile devices and television programming and promotions ready for when this technology explodes.

Last month, the UK, auctioned wireless spectrum that could be used for mobile TV. In France, a license is due to be granted for a 13 channel mobile video service and Germany is also set to introduce the service this year.

If 2008 really is set to become the year of mobile television, this could be an amazing opportunity for social organisations.

Stay tuned…