NBC's iVillage Engages Users To Promote 'Parenthood'


Looking to ignite the new season of promising drama "Parenthood," NBC is linking with corporate sibling iVillage for a contest in which the winner will find a way onto the set.  

Participants will post answers to age-old questions about parenting and growing older on an iVillage microsite; a combination of iVillage users and a judging panel will determine the winner. The questions are: "Have I become my mother/father?"; "Do parents really know best?"; and "Friend or mom?" The winner will visit the show's set and will be featured on iVillage.

Site visitors will vote for their favorite posts starting Sept. 22, while a panel of judges from iVillage and "Parenthood" will pick the winner from among the top 50.

Contestants can rally votes through personal blogs or other online venues, such as Twitter and Facebook, that iVillage is helping facilitate.



The second season of "Parenthood" kicked off Tuesday. The show about a single mother trying to raise two teenagers has roots in an eponymous film.

Last season, it finished among the top 40 shows in the 18-to-49 demo -- above "CSI: NY" and "Bones," among other network stalwarts. Adam Stotsky, who leads entertainment marketing at NBC, stated that the contest touches on "such a relatable and universally important topic."

Both NBC and female-targeted iVillage are part of NBC Universal.

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