Marking the first phase of a total site relaunch, iVillage has launched a new entertainment site focused on celebrity news, movies and television shows for women and their children.
The
focus will remain on community, according to Angela Matusik, iVillage's chief content executive, who recently joined iVillage from People.com and is overseeing the editorial direction of the entire
site.
"We've created an engaging online experience where the iVillage community has a starring role," Matusik said.
Throughout the NBC Universal-owned site, women are being encouraged
to weigh in and share their opinions with others. From tools like the Fall Entertainment Guide for parents to features like the Celebrity Time Out poll, the site is designed to facilitate dialogue.
As a launch advertiser, Hasbro will promote its "Family Game Night" campaign.
As part of the NBC Universal family, the new entertainment site will have access to the company's content
and talent. As such, the site will feature original interviews from Parks & Recreation's star Amy Poehler, Jay Leno; and NBC News' Brian Williams, among others.
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Additional content providers
include Associated Press, Access Hollywood, DoubleX.com, Television Without Pity, Bravo and Oxygen, to bring users exclusive content from their favorite newsmakers.
In addition, Matusik
announced that Serena Kappes has joined iVillage from People.com as the new editor of the entertainment site.
Built on an entirely new and modern technology platform, the new iVillage provides
better navigation and content access. Additional sites rolling out over the coming months will include categories that matter most to women, such as food, astrology, health, family, home and beauty
and style.