iVillage Begins Makeover With Entertainment
- by Gavin O'Malley @mp_gavin, September 8, 2009
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.
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.
Judging by the content on the site today, it looks like a mom site and not a women's site or an entertainment site. There are other mom sites, entertainment sites, and women's sites so they will still be challenged to make it successful. They might do better to make their site more general at the home page level, with lots of women oriented pages and a women's spin on news and special interest items.