May 19th, 2008
ABC Bets ‘Motherhood’ Can Make a Leap from the Computer Screen
By Brian Stelter
The New York Times
An online video series created by a marketing company for Sauve and Sprint is being developed into a network television show. 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.