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In The Motherhood, MSN’s Mom-Generated Content, Jumps To ABC.

September 9, 2008 by Guru  
Filed under entertainment

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ABC is developing In the Motherhood, the MSN internet series produced by MindShare that acts out stories from real-life moms, into a weekly comedy series. The current site features a Web 2.0-friendly triple traffic-building play: MGC –Mom Generated Content – plus Community plus Celebrity.  It’s a powerful way to tap into the mind-boggling numbers of Moms looking to share their lives online and/or win their 15 minutes of fame. Here’s the official word on the MGC Contest (currently closed but sure to return):
 
In The Motherhood is the first scripted Web series by moms, for moms, and about moms. Conceived by Suave and Sprint, the story will be written in part by YOU, based on your funny, comical, and no-holds-barred experiences of motherhood.

It’s easy to take the next step, and here’s a little secret: this is a haven for harried mothers, a paradise for pooped parents — a really fun event where you’ll get to tell your best motherhood tales, win prizes and see your work turned into a series of video webisodes staring the fabulously funny Jenny McCarthy, Leah Remini and Chelsea Handler.

We need moms of all kinds to become part of this new community — you are welcome whether you want to write your own script or just want to read others’ stories and vote on them. So what are you waiting for?  Sign up now before your kids figure out that you’re on the computer.

Guru’s Take:  On average, my Mom-marketing partner, Kat Gordon of Maternal Instinct, and I hear about 5 new Mom sites a day. Some are built by pros; some are one-woman’s-passion, some are the offspring of women’s groups like Ladies Who Launch; some are non-profit or eco-Moms; some are online stores with Mom-centric products. Many are bootstrapping, searching for sponsors or Angel funding or trying to limp along on Google Adwords. Everyone is scrambling for alliances, partnerships and buzz. 

Despite the wellspring of Moms online, we can’t help but wonder how many of these sites will survive.  Lately, we’ve had so many come to us for our BrainFeed Brand Stategy Sessions that we’ve been too busy for even some very promising properties.   Obviously, we’re all for the trend toward Mom Power and MOM WOM, but in the absence of a compelling brand personality, niche, and strategy, even the highly connected, heavily funded sites are not necessarily shoe-ins.  And it only gets trickier as more major media players enter the fray.

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Comments

One Response to “In The Motherhood, MSN’s Mom-Generated Content, Jumps To ABC.”
  1. Denise Burks says:
    October 13, 2008 at 9:24 am

    I agree that mommy blogs are by definition short lived. At a certain point I got tired of the massive focus that child rearing requires and I needed to think and write about something else. However, the In The Motherhood pilots were hilarious and I would watch them. Let’s face it there isn’t much on TV that warrants our time and attention, but the actresses are so fantastic! It really works for me! And if there is one thing I have learned at age 48 is that I am on the leading edge of average.

    http://www.successinthesuburbs.com (live later this week)

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