NBCU launches bilingual ‘Mujer de Hoy’

Telemundo, iVillage partner for on-air, online show

NBCUniversal is bringing together two of its brands to target female Hispanics online.

Telemundo and iVillage have teamed up for “iVillage Mujer de Hoy,” a bilingual joint venture that will reside on their respective dotcoms as well as become a recurring segment on the Spanish-language broadcaster’s morning show “Levantate.” The new property will be built off an existing Spanish-only channel on Telemundo.com.

NBCU is betting “Mujer” can tap what it projects to be an underserved market of 16 million U.S. Latinas with focus on areas of interest to them, including food, fashion and family.

“Telemundo knows Latinas, and in partnering with iVillage to create a new destination for Hispanic women, we are able to expand the reach across the acculturation spectrum, in both Spanish and English,” said Peter Blacker, exec VP of digital at Telemundo.

The cross-platform approach to “Mujer” will mean the channel’s editor will make appearances on “Levantate” to discuss matters raised on the website, and also take to social media to continue the conversation. Synergies between both brands’ content capabilities will also include adaptations of regular features found on the femme-skewing website.