'In the Motherhood' Web Series Developed for ABC Network TV
In the Motherhood, a hilarious web series which enjoyed 2 seasons on MSN.com sponsored by Suave and Sprint, is now being developed for a new third season as a network TV series by ABC.
The video series “In the Motherhood” features the stories of real mothers and streams on MSN.com, where it has recorded 21 million video views. The television series “In the Motherhood” will air on ABC later this year or early next year, turning into yet another example of branded entertainment, where the products are embedded in the story lines.
Starring Leah Remini, Jenny McCarthy and Chelsea Handler, the show incorporates real stories submitted by real moms. Each week was a new theme, and mothers could either drop by and read others' stories and vote them up, submit their own, or both. The funniest submissions were developed into short (~6-7min) webisodes, and the mothers who powered the stories with their real submissions were featured alongside each webisode and won prizes.
It is unclear if ABC will be maintaining the "For Moms. By Moms. About Moms." theme and allow women to submit their own stories for the network series, but it is expected to air shortly after the Christmas holiday season - likely early 2009 - so we won't have too long to wait to find out.