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ABC Banks On Web-Inspired 'Motherhood'

  • Forbes, Thursday, March 26, 2009 9:30 AM

A branded Web series designed to shill Suave hair-care products and Sprint wireless services to females has become a full-fledged broadcast TV sitcom. "In the Motherhood," an ABC series about working moms that was adapted from the Web, is debuting today.

TV executive producers Jennifer Konner and Alexandra Rushfield adapted the Web series, which averaged 3 million online visitors per episode. Konner says ABC "really wanted to take an honest approach to mothering using the same tone as the Webisodes."

Both producers say they could foresee networks using the Web more as an incubator. "With the Internet, you can get something out there in a much less expensive way, and then see if it hits. It seems like a great way to test a concept, says Rushfield. Konner notes that there's a pre-existing community online that provides loads of feedback. "The network could tell us what people did and didn't respond to [online]; it's like having a focus group."

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