NBCU Debuts Multiplatform, Bilingual Offering

Telemundo and iVillage team on iVillage Mujer De Hoy to reach Latinas in the growing Hispanic digital marketplace. The offering will be carried on Telemundo.com and NBCU's iVillage.
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NetNewsCheck,

NBCUniversal’s Telemundo and iVillage on Wednesday announced they have joined forces to form a multiplatform destination, iVillage Mujer de Hoy, in an effort to reach the 16 million Latinas in the rapidly growing Hispanic digital marketplace.

The new bilingual offering will live online at both properties and will be highlighted on Telemundo’s morning show, Levantate. “It marks the creation of the most comprehensive destination which specifically speaks to this highly underserved audience,” NBCU said in a release.

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“As an authority in the women’s digital space, iVillage was one of the first to recognize and fulfill a marketplace need,” Jodi Kahn, iVillage president, said in a statement. “Research shows that 90% of Hispanic Women search the Web for content with a Latina perspective, yet only one in five believes all their needs are met online. Now, together with the expertise of Telemundo, we are seizing an incredible opportunity to cater to another largely undeserved and sizable audience.”

Beginning in May, Telemundo.com’s currently all-Spanish Mujer de Hoy channel will be rebranded as iVillage Mujer de Hoy, and — for the first time — be populated in both Spanish and English with content on three key interests for Hispanic women: food, family and fashion. The site’s editor, Jessica Serrano, will also make regular guest appearances on Levantate to report on some of the top stories aimed at the Latina audience.

After the show, Serrano will continue the conversation with Levantate’s viewers, as well as with the millions of women on Telemundo.com and iVillage, and via social media channels. Further addressing the needs of the 87% of Hispanic women who state that community is essential, iVillage will provide community functionality in a Mujer de Hoy section, and social feeds from both properties’ Facebook and Twitter pages will be integrated into iVillage Mujer de Hoy and iVillage.

IVillageMujer de Hoy will also build on iVillage’s signature tools, such as its Babynamer tool, as well as some of its key franchises, including iVillage’s “Hot Dads” contest, “Red Carpet Fever” and “Community Challenges.” The new effort will adapt these tools and features for the Latina audience, using the Babynamer to identify the most popular Hispanic names, for example.

Content from Telemundo.com and expert advice from its talent will weave back into iVillage’s array of sections such as Parenting, Entertainment, Beauty & Style and Food. Telemundo’s female talent will also participate in CelebVillage, iVillage’s new celebrity blogger program, as well as in iVillage’s video series, such as iVillage 5.

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