NBCUniversal has shifted femme-focused iVillage property over to the NBC News Digital portfolio in an effort to consolidate its online news properties.

The lifestyle content provider, acquired by NBCU in 2006, had been housed in the Entertainment & Digital Networks and Integrated Media division run by Lauren Zalaznick. The move to NBC News digital was spurred by NBC’s decision to put all of its Web news properties under the NBC News Digital umbrella now that the Peacock owns them all outright following its buyout of MSNBC Digital Network from Microsoft.

IVillage will now be overseen by Vivian Schiller, senior veep and chief digital officer at NBC News.

“The addition of iVillage enables NBC News Digital to enhance the experience of our online audiences, continue to innovate and grow our digital business, and create truly unique propositions in the marketplace,” said Schiller.

NBCU aims to foster collaborations between iVillage and properties like “Today” both online and on-air, since they share similar demos. Peacock also anticipates reaching over 62 million unique users per month with the addition of iVillage to the NBC News Digital portfolio.

Said Schiller: “iVillage is a powerful brand with a passionate and loyal online community, and it will be a strong addition to our robust portfolio from both a content and sales perspective.”