ABC commissions In The Motherhood

I don't like to do too much self congratulatory stuff here, but even if this wasn't a MindShare project it would be worth a mention.
The big question mark over branded content is whether it is as good as the "real thing". We asked Kangeroo if they would carry the programming we create for our brands, and their response was - "if it's good enough."
The In the Motherhood property we developed for Sprint and Suave ( a Unilever brand) has been a big success by any criteria, so we were confident it was good enough. But we now have the ultimate accolade - ABC have finally announced what we've known for a while - they are commissioning 13 TV episodes based on the idea.

ABC has handed out a 13-episode order to a comedy series based on the online series that stars Chelsea Handler, Leah Remini and Jenny McCarthy as three mothers and girlfriends whose exploits are based on real-life stories of moms across the country.

MindShare's David Lang and Peter Tortorici will be Exec Producers and Suave and Sprint, which partnered with MindShare for the MSN-hosted Web series, will also be involved in the ABC offshoot.

Comments

[Massimo Martinotti]

We are producing branded content but we try to control the medium. We are creating web-video portals but we also coordinate the seeding and the syndication of the content on hundreds of video-sharing sites, social networks and blogs. We also use extensively bookmarking and PR2.0 techniques. We don't have to deal with third parties to distribute the content. It is a smaller audience but it is our audience. The first portal we are launching is in Spanish to target 125 million users who speak that language. Portals in English, Portuguese and Italian will follow shortly.