Digital darling languishes at NBC; Network slow to integrate with iVillage, lauded as centerpiece of strategy.(NBC Universal Inc.'s acquisition of iVillage Inc.)

Advertising Age, March, 2007 by ATKINSON, CLAIRE

Byline: CLAIRE ATKINSON

catkinson@adage.com

A year ago, NBC Universal announced the $600 million acquisition of women's portal iVillage, closing the deal just in time for NBC's upfront presentation, dubbed "Television 360.'' But since then, the pace of integrating iVillage with NBC properties has been more akin to dial-up than broadband.

In interviews last year, Beth Comstock, now president of NBC Universal integrated media and the executive who spearheaded the deal, said: "We look at iVillage as the centerpiece to our digital strategy. It gives us scale and a platform and a new forum for engaging with consumers and creating a different kind of experience with our content.''

With this year's upfront sales period fast approaching,...

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