Warner Bros. TV Launches MomLogic.com
New site from Warner Bros. Television Group looks at the world through "mom lens"
By Paige Albiniak -- Broadcasting & Cable, 11/12/2007 7:01:00 PM
In its latest effort to expand into the Web business, Warner Bros. Television Group is set to unveil its new online portal, MomLogic.com, on Tuesday. The site will provide content ranging from news and original scripted Web series to how-to info and user-contributed material, all targeted at mothers.
“This is not a parenting site but rather a site for women who are moms,” says Hilary Estey McLoughlin, president of Telepictures Productions. “Motherhood changes your perspective overnight on everything, and we will present the mom’s point of view on a full range of subjects from news, health and beauty, to shopping – as well as parenting – on this destination.”
Although moms can get their news from MSNBC.com or Google News just like anyone else, Lisa Hackner, Telepicture’s executive vice president of creative affairs, says “we hope to provide them with a service by editing down all this information and content and putting it in one place, so it’s one-stop shopping for moms. MomLogic is looking at the world through the ‘mom lens.’”
The new site comes at a time when TV programmers are trying to appeal to women online. Last month, NBC Universal announced plans to buy the independently owned women’s cable network Oxygen for $925 million and market it as a “virtual women’s network” alongside iVillage, the female-focused online community NBCU acquired last year for $600 million.
On Monday, Lifetime Networks launched its re-branded myLifetime.com Website.
More and more, Warner Bros. is getting into the Web business, developing sites such as TMZ.com that it then developed into a syndicated television program. Warner Bros. has no specific plans to develop MomLogic into a TV show—as NBCU has done with iVillage—but executives there are keeping open minds.
“With the success of TMZ and particularly with our expertise and knowledge of this demographic, we feel like this is a natural progression in terms of us going into the digital space and other destinations,” says McLoughlin. “These are potentially profitable businesses on their own as well as places where we can incubate TV ideas.”
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