'Access' opens iVillage module

Likely the first step in a larger content strategy

NBC Universal is synergizing syndicated strip "Access Hollywood" with female-targeted hub iVillage.

The iVillage entertainment section will sport a prominent "Access"-branded module feeding news links that lead back to AccessHollywood.com, as well as host video generated by that site.

NBC Uni declined comment on future plans for the site, but the module is likely the first step in a strategy that could see "Access" power iVillage's entertainment channel entirely.

"To be in the same family and take advantage of that type of synergy is wonderful," said Linda Boff, chief marketing officer at iVillage, who deemed the female skew of "Access" a natural fit for the site.

For "Access," which already has a joint venture with Yahoo in gossip site OMG, the deal with iVillage could be the first of more partnerships struck in an effort to syndicate itself online.

"From an overall branding perspective, you want your content in as many places as you can get to," said Betsy Bergman, vp of marketing for NBCU Domestic Television Distribution.

"Access" could represent the most intensive internal link iVillage has struck at NBC Uni to date, though the site often collaborates with NBC properties including "Today" and "The Biggest Loser." iVillage also recently struck a partnership outside the conglomerate with BlogHer to contribute to its parenting and pregnancy content.
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