NBCU in Multiplatform Partnership with Maria Shriver

NEW YORK: NBC Universal is working with Maria Shriver on a project about women in America, complementing her study The Shriver Report: A Woman’s Nation Changes Everything, with a weeklong programming stunt that kicks off October 18.

The initative covers a host of NBCU platforms, among them NBC News, MSNBC, CNBC, Telemundo, iVillage, msnbc.com and the grio.com. Shriver said of the project: "NBCU, through both its programming efforts and ‘Women At NBCU’ initiatives, has demonstrated a serious commitment to showcasing the power of women. I look forward to bringing insights from the Shriver study to the company’s vast audience."

Women at NBCU—the company’s female-targeted ad-sales and marketing business—is also set to release the results of its study, conducted with GFK Roper, on how the new roles of American women affect female consumer behavior. Shriver will lead a discussion around this study, as well as her own research, at a Women At NBCU advisory board meeting on November 10. 

Lauren Zalaznick, the president of NBC Universal Women & Lifestyle Entertainment networks, commented: "We are excited to partner with Maria and ignite both a cultural and business conversation around this important topic. Maria’s study couldn’t come at a more important time. The roles of American women in society have dramatically changed, with a significant number of women being breadwinners and the purchase-power decision makers in their family."

Highlights of the weeklong initiative include Shriver’s appearances on NBC News’s Meet The Press and CNBC’s Power Lunch and The Suze Orman Show; Telemundo’s El Poder de la Mujer, a look into Latinas’ growing power in the workforce and the changing dynamics at home as more women become key providers in the family and a five-part series within Noticiero Telemundo; plus online commentary at iVillage.