Disney has tapped Desperate Housewives star Teri Hatcher to serve as the face of a new content Web site aimed at women, as it looks to expand its footprint in the adult market.
This spring the company will launch GetHatched.com (subtitled “A Chick’s Guide to Life”), a site produced by DisneyFamily.com that will be editorially driven by Hatcher, who besides a long acting career has authored the advice book Burnt Toast and Other Philosophies of Life and regularly contributes to magazines such as Glamour UK and Newsweek.
A single mother, Hatcher said she aims to provide women with useful advice on subjects like beauty, design, health, style and parenting—with a healthy mix of empathy, inspiration and humor. “I just want to create a go to respite for women where they can find a shoulder to lean on,” Hatcher said. Part of that will be achieved by sharing stories with readers on her real life—mishaps and all. “I hope what you get from it is a sense of honesty, candidness and the understanding that wacky things happen to all of us. I love to get at problems through humor.”
But the self-deprecating Hatcher emphasized that the site will not just serve as an outlet for her personal point of view (“this will not be the Teri Hatcher reality site,” she said). To that end, GetHatched.com will regularly feature commentary and advice provided by various experts.
Besides articles and blog posts, the site will also feature several original Web series, starting with In the House, a casual talk show that will be shot in Hatcher’s home. Guests will range from celebrity friends to average women, such as “a real mom from Nebraska,” said Hatcher.
“I want to carry on an intimate conversation with people. There will be no audience, no publicists. This is not about promoting your next movie. It’s about having natural conversations.”
For Disney, the launch of GetHatched.com is being planned in conjunction with two new channels in the works for DisneyFamily.com: health and beauty. Those topics “are underserved by our current content,” said Brad Davis, Disney’s svp online advertising sales.
“Women are a core competency of ours. This is our effort to broaden to subject matters that addressing other aspects of [our audience’s] life besides being a mom. Teri’s a perfect voice to represent that.”
Davis said that his team has just begun pitching GetHatched.com to the ad community. The plan is to lock in “a limited number of exclusive ad partners,” he added.