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The Web 2.0 paradigm has brought more attention to the idea of Internet-based interactive television, where the audience is allowed and encouraged to participate in and interact with television production. This paper focused on virtual worlds as a Internet-based platform within which people experiment with how to produce such egalitarian television programming. For this paper, virtual worlds television is seen through the experiences of one virtual worlds entrepreneur, Pooky Amsterdam, and how she positions herself as a producer of virtual worlds television in relationship to the users or audiences of her shows. The analysis considered her comments on how she positioned herself against the traditional power dynamics of television broadcasting paradigms by positioning herself as an entrepreneur in a new(er) power dynamic. Thus, her positioning of herself relates to how she endorses the Web 2.0 paradigm as a user herself of virtual worlds technologies.