WB Considers MomLogic.com Syndicated Talk Show Spin-Off
This story was written by Staci D. Kramer.
TV offspring for MomLogic.com: THR says WB's Telepictures Prods. is considering a daytime talk show based on its still new MomLogic.com, possibly as early as 2009. This fits in with the site's origin. When MomLogic launched late last year, WBTVG execs explained it as a way to blend Telepictures's experience producing syndicated talk shows aimed at women (The Ellen DeGeneres Show, The Tyra Banks Show), WBTVG's digital media mission and the lessons learned from launching Telepictures-AOL (NYSE: TWX) JV TMZ.com.
While the inevitable comparisons to NBCU's ill-fated iVillage efforts are being tossed around already, don't jump too fast. First, in this multiplatform era, it would be much more surprising if WB wasn't looking at ways to expand beyond online with any web launch. Second, WB would be thinking more of its so-far successful syndie spin of TMZ.com then of iVillage. Third, the iVillage efforts suffered from a lot of things, most notably the dreaded "S word" (as in synergy) and high expectations, that WB may be able to avoid.
By Staci D. Kramer