I think this game would benefit from having live in game news reporters. You could have players sitting in news rooms talking about things going on in the world, Things going on in real life, By having live tv in game, You could have players host live in game events. Radio show hosts could keep people while they drive. If you want you could go the extra mile and let people who have lots of money hire other people to make movies and tv shows in the world. You create your own movie creator kit and let people make movies and shows to host in game. If that's to much you could have people just make digital movies using other 3d software and ten just import it into the game world. 

Also by having live tv in game. You could could have people create ads and so on.