iVillage.co.uk, the UK women’s portal, is launching a new online drama series aimed at parents. It is currently in talks with brands about sponsoring the series, which will be called Parentshood.
The comedy series, which will be launched this autumn, will tell the story of people coming to terms with parenting in a modern world. The interactive drama will be told through 25 to 30 video posts per week, text blogs, photos, emails and message boards. The series is targeted at the “parenting generation” in their late twenties/early thirties. It will be made by FMX, the new media unit of FremantleMedia.
FMX and iVillage are currently talking to companies, including Procter & Gamble, about a range of sponsorship opportunities. These include the integrating brands into storylines, pre roll and post roll ads and sponsoring blog pages.
Parentshood will be integrated throughout iVillage with episode topics as discussion threads, and content from the series will feature throughout iVillage.co.uk’s channels including beauty and fashion, diet and fitness, pregnancy and parenting.