• by David Goetzl  @dgoetzl, January 16, 2009

What is sure to be a much-watched series by the ad community, given its online and branded entertainment roots, is on ABC's spring schedule, although no date has been set. "In the Motherhood" is a comedy launched as a Web series by MindShare for two of its clients. ABC then purchased the rights, and has developed the TV adaptation.

Sprint and Unilever's Suave brand were sponsors of the online shorts, but had no product-placement role. They are expected to be advertisers on the ABC version, which carries the same name. Both have a presence on the "In the Motherhood" microsite on ABC.com.

ABC confirmed Friday that the show is still planned for a debut this spring, and a pilot has been shot. The series will star Megan Mullally ("Will & Grace") and Cheryl Hines ("Curb Your Enthusiasm") as single moms who rely on friends and various support systems as they raise kids, seek love and pursue careers.

MindShare's branded entertainment arm created and produced the popular Web series, whose two seasons were distributed via a dedicated MSN.com site. The agency is believed to have received some compensation from the sale of the rights to ABC, although details were unavailable.

The series is seeking to become the first to make the successful transition from a Web-only offering to a television hit. NBC attempted the move with "Quarterlife" last year, but pulled it after dismal ratings.

ABC is soliciting moms to send in humorous, poignant and emotional experiences via IntheMotherhood.com that could be used as story lines in the show. The Web site features video of a table read with Mullally and Hines sponsored by Sprint and Suave, which are running pre-roll spots.

ABC has ordered 13 episodes of the series; MindShare executive David Lang remains an executive producer.