iVillage to be folded into Today.com

NBC plans to fold its female focused website iVillage into Today.com.

Once a crown jewel in the NBC portfolio, iVillage has struggled to hold its audience both online and in two separate TV incarnations. NBC execs also have touted their desire to consolidate and streamline digital assets.

iVillage Live, which premiered in 2006, was the brand’s first attempt at a TV show. The program originated in front of a live audience from Universal Studios Orlando and was produced by NBC O&O WTVJ-TV in Miami.

A year later, after disappointed ratings the show was relocated to Chicago and renamed “In the Loop with iVillage” — with a new string of hosts. The show didn’t do much better and the last episode aired in March 2008.

Both shows aired on NBC O&Os throughout the country.

NBC plans to make the switchover this spring. No details are available as to what content will remain or how exactly it might be integrated into Today.com.

iVillage was once part of NBC’s entertainment division but was shifted under the NBC News umbrella about a year ago.

TVNewser reported that up to 12 jobs would be cut as a result of the move.

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