--Show Allows Viewers to Upload Videos for Broadcast
The NBC Universal Television Stations and NBC Universal's Universal Orlando Resort and iVillage properties (note: the latter, which NBC Universal acquired in March for $600 million, is an online community targeted at women) are teaming on a cross-platform interactive talk show, called "iVillage Live" (note: the show is produced by the NBC Universal Television Stations, under the direction of Steve Schwaid, SVP of news and programming for the stations group, who helped create the show). The show, which premiered Monday and which is devoted to such topics as pregnancy, parenting, beauty and "lifestyle," is being broadcast on NBC owned-and-operated stations, on the Bravo cable/satellite channel, and on a dedicated Web site, iVillageLive.com. "We're thrilled to add 'iVillage Live' to our daytime schedule," Jay Ireland, president of the NBC Universal Television Stations, said in a prepared statement. "This is a new model we developed for daytime programming in terms of its concept, content, interactivity and brand. The 360-degree premise allows our viewers to interact with the show in the way that best suits them; a true programming first for today's digital age. We believe in this show's potential and look forward to building its audience."
Viewers can interact with the new show in a number of ways. In addition to live streaming video of the show itself, the iVillageLive.com Web site hosts a daily live chat, portions of which are discussed during the broadcast and scroll along the bottom of the TV screen at relevant moments (note: a second live chat airs at 12:00PM Pacific for the show's West Coast viewers). The site also features a daily poll question and an audience comment box that stays open for 24 hours, in order, NBC Universal says, "to invite participation and influence the next day's coverage." Viewers can also interact with the show via their mobiles, by texting "IVL 360" during its broadcast with questions and comments. In addition, thanks to technology provided by One True Media, they can upload their videos and photos for broadcast on the show. They can also sign up for show reminders, news alerts, ringtones and wallpaper. (Note: the show's set also happens to be interactive: according to NBC Universal, the Universal Orlando themepark's former "Toon Amphitheater" has been converted into a "new, comfortable space that fits perfectly with the interactive nature of the show, including the installation of audience polling devices attached to each seat.") Each show is available on-demand on the top level of the iVillageLive.com Web site for 24 hours after its initial broadcast, after which it is placed in an archive that can be searched by date, segment and topic.
The show also features an extensive ecommerce component: its charter sponsors (which include Bally Total Fitness, Calphalon, The Estee Lauder Companies, GE Profile Appliances, Goody, Graco, Healthy Choice, Overstock.com, Priceline.com and Unilever) participate in on-air segments and the show's Web site features a gateway where viewers can buy the sponsors' products in real time while watching the show.
Originally Published: December 5, 2006 in [itvt] Issue 7.08 Part 3
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