• by Mark Walsh  @markfwal, October 1, 2007

NBC Universal’s launch of “iVillage Live” marked one of the most far-reaching efforts to meld the Internet and TV into a seamless media property embodying true convergence. It fell flat. But NBC is giving the syndicated show another shot under the new name of “In the Loop with iVillage."

NBC producers are said to be softening the hard-sell approach that sought to drive viewers online for added details about the showcased products. Heavy-handed suggestions to “click onto iVillage.com” for other information helped turn off viewers and resulted in low ratings.