• March 26, 2008

Former iVillage exec Adam Wiener has been named chief operating officer of car content startup driverTV.

As senior vice president of iVillage Media Wiener led strategic partnership negotiations. Wiener joined iVillage when it acquired Healthology, the largest online distributor of proprietary health-related video content, where he was general manager.

At driverTV, Wiener will be expected to leverage his experience with overall Web site management, online media monetization, partnership building, and television production to create, implement and execute marketing and online distribution plans.

NBC Universal--parent of iVillage--recently acquired a 35% stake in driverTV, as the two plan to provide high-quality video content aimed at in-market car buyers and auto enthusiasts to sites across the Web and VOD cable outlets.

--Gavin O'Malley