Today, media giant NBC Universal has announced its impending acquisition of website network iVillage Inc. for an eventual total cost of $600 million. iVillage, known as “the Internet for women,” has been building community in the female demographic since 1995. NBC hopes the incorporation of the iVillage network will expand their online female audience, and plans to boost iVillage’s audience by incorporating some of NBC Universal’s offline content, which includes TV and film.
“Acquiring iVillage will enable us to bring our programming to a large and passionate online community. We look forward to building on the considerable brand strength iVillage has developed over the past 10 years and to giving our advertising clients new and exciting ways to reach a valuable demographic,” said NBC CEO Bob Wright in a statement. NBC also plans to capitalize on the growing online female presence by integrating their existing online finance, health and women’s issues-related properties with the iVillage network.
Because of the acquisition, NBC predicts iVillage’s audience will grow by 20% in the year 2006. They expect to finalize the deal at the end of the 2nd quarter.