iVillage Launches Female-Skewed Entertainment Portal

NEW YORK: As part of the first phase of a total site relaunch, iVillage has unveiled a new celebrity news and entertainment service designed especially for women, launching tomorrow.

Located at ivillage.com/entertainment, the new entertainment destination will focus on celebrity news, movies and television shows that women care about most, including what to watch with their kids.

As part of the NBC Universal family, the new entertainment site will have unique access to the company’s wide array of entertainment content and talent. The site will feature exclusive, original interviews from NBC Universal fan favorites such as Parks & Recreation‘s Amy Poehler; Jay Leno; NBC News‘ Brian Williams; The Office‘s Angela Kinsey; Heroes stars Greg Grunberg and Ali Larter; Alison Sweeney from The Biggest Loser; and Kim Zolciak and Lisa Wu-Hartwell of The Real Housewives of Atlanta. Other exclusive celebrity interviews will include Jennifer Aniston, Kate Beckinsale, Jennifer Connelly and Queen Latifah on their fall projects. Additional content providers include Associated Press, Access Hollywood, DoubleX.com, Television Without Pity, Bravo and Oxygen.

As the launch advertiser, Hasbro will promote their "Family Game Night" campaign. "With iVillage Entertainment, we’re able to reach our target consumers in a very relevant way," said Matt Collins, the VP of marketing for Hasbro Games. "Family Game Night is the perfect message for iVillage’s vibrant audience of women and moms who want fun, appropriate activities for their families."

Angela Matusik, iVillage’s chief content executive who recently joined the company from People.com, will oversee the editorial direction of the entire site. "Our community uses the latest celebrity news and drama to spark conversations about what really matters to them," said Matusik. "Whether that’s about how to talk to your kids about divorce or deciding if the newest action movie is appropriate for the whole family—we’ve created an engaging online experience where the iVillage community has a starring role."

Additional sites rolling out over the coming months will include categories such as food, astrology, health, family, home and beauty & style.