Soapdom.com - NBC Universal Launches "iVillage Live"

Daytime's first interactive on-air, online and in-studio experience

Broadcast Live at Universal Orlando Resort, "iVillage Live" Debuts Monday, December 4 on NBCU's owned-and-operated stations, Bravo and iVillageLive.com. Charter sponsors include The Estee Lauder Companies, Healthy Choice, and Unilever

NBC takes daytime to grander heights with it's new concept of on-air, online and in-studio programming. The NBC Universal Television Stations, iVillage and the Universal Orlando Resort, have joined forces to create daytime's first interactive talk show, available simultaneously on air, online and in front of a live studio audience. Shot at Universal Orlando Resort, "iVillage Live" will build on the popular iVillage brand and connect content, community and commerce in a new experience for the daytime audience. The show launches Monday, December 4 at Noon/ET (11a.m/CT) on the NBC owned-and-operated stations, Bravo and iVillageLive.com, and will be rebroadcast at Noon/PT on the west coast.

Jay Ireland, President of the NBCU Television Stations, Deborah Fine, President, iVillage Properties, and Tom Williams, Chairman of Universal Parks and Resorts, made the announcement today.

"We're thrilled to add 'iVillage Live' to our daytime schedule," said Ireland. "This is a new model we developed for daytime programming in terms of its concept, content, interactivity and brand. The 360-degree premise allows our viewers to interact with the show in the way that best suits them; a true programming first for today's digital age. We believe in this show's potential and look forward to building its audience."

"For over ten years, iVillage.com's loyal audience of women have been connecting online to laugh, learn and share life's moments," said Fine. "'iVillage Live' is a ground-breaking program, which enables our community to extend their conversation in a revolutionary way -- on-air, online and even in person. It is a key component in our effort to bring our noted brand to the marketplace in a unprecedented, multi-platform manner."

"iVillage Live" is a spontaneous and spirited celebration of its viewers, focusing on where they live, what they love, where they shop and what makes them unique. It will explore topics familiar to iVillage.com users, ranging from parenting and pregnancy, to health and beauty, to style and lifestyle. The show also represents a new breed of daytime programming, built specifically around a multi-platform concept that engages viewers on- air, online, on-demand and on-the-go.

Audience participation takes place through the dedicated website, iVillageLive.com, which is housed on iVillage.com, and has been specifically designed to maximize community involvement in the program. In addition to the live show stream, the site will host a daily live chat, portions of which will be discussed during the broadcast and scroll along the bottom of the television screen during relevant moments. A second live chat will take place at Noon/PT allowing west coast viewers to lend their voices to the conversation. A daily poll question and audience comment box will stay open for 24 hours to invite participation and influence the next day's coverage.

Viewers on the go can interact with "iVillage Live" via their mobile phone by texting "IVL 360," to ask questions and share comments during the program, as well as sign up for show reminders, news alerts, ringtones and wallpaper. On-demand access is available through the website, which will make that day's show available for 24 hours after the initial broadcast. After that, visitors to the site can easily search for past episodes of the show, which will be archived by date, segment and topic.

"iVillage Live" will also work closely with its advertising partners to create unique product integration and e-commerce opportunities. The charter sponsors, including Bally Total Fitness; Calphalon; The Estee Lauder Companies, including Aramis & Designer Fragrances, Clinique, Estee Lauder and Origins, among others; GE Profile Appliances; Goody; Graco; Healthy Choice; Overstock.com; Priceline.com and Unilever, will participate in on-air segments, when appropriate, to round out the show and offer value to viewers. On the site, users will have access to a gateway where they can buy the sponsors' products in real time, while also engaged in the program.

"iVillage Live" also marks the first time a theme park is being used as the permanent home for a daily, live talk show. The resort will add to the overall show experience in terms of audience, location, set and content. Universal Orlando draws visitors from all over the world, giving "iVillage Live" the potential to have one of the most internationally diverse studio audiences in daytime. The Park's former "Toon Amphitheater" has been transformed into a new, comfortable space that fits perfectly with the interactive nature of the show, including the installation of audience polling devices attached to each seat.

"'iVillage Live' is the perfect addition to our entertainment lineup," said Williams. "We know that our guests get a real thrill when they get to experience a live TV or movie production. With 'iVillage Live,' they'll get that opportunity every day."

Emmy award winner David Shenfeld will serve as the executive producer of "iVillage Live." He brings a wealth of experience in daytime television to the show, having most recently served as the executive producer of WNYW's "Good Day New York" from 2003 – 2005. Before that, Shenfeld spent two years as the co-executive producer of "Ricki," which he joined in 2000 after serving for two years as a supervising producer for "Good Day New York." Previous experience includes posts as a supervising producer for MTV, where he created, staffed and budgeted "MTV Live" and morning video programs, among other projects, and a line producer for "Fox After Breakfast." Shenfeld also spent three years at FX, during which time he developed and launched the Emmy award-winning daily live show, "The Pet Department" and served as a producer of "Breakfast Time."

"iVillage Live" is produced by the NBC Universal Television Stations, under the direction of Steve Schwaid, SVP of News and Programming for the stations group, who helped create and develop the program.