'Motherhood' Returns With Expanded Platform | Adweek 'Motherhood' Returns With Expanded Platform | Adweek
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'Motherhood' Returns With Expanded Platform

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NEW YORK Sprint, Suave and MindShare Entertainment are bringing back In The Motherhood, a multi-platform online series this month on MSN.

While some of the attraction may be the top Hollywood talent (returning are Leah Rimini and Chelsea Handler, along with newcomer Jenny McCarthy), much of the spotlight belongs to the Web series' "Mom demographic." Scriptwriters craft the basic plots and mothers across the country submit their real-life input for inclusion in the scripts based on voting by the community and an advisory committee.

The platform has added a new component: an expanded peer-to-peer online community. This year, the community will exist as a destination site, allowing mothers to connect directly with each other. There will also be recipes and arts-and-crafts projects viewers can share with their children.

"The second season will be bigger and better in many ways, from the addition of Jenny McCarthy to a much more robust community section," says David Lang, president for MindShare Entertainment.

The Webisodes can be viewed on a dedicated site, as well as on Sprint and Suave venues. Sprint has also created the Sprint Exclusive Entertainment (SEE) network, which allows mobile access to the content on certain video-enabled Sprint phones.

"In The Motherhood creates a unique platform to allow moms to share their stories with millions of other women. Our customers love the show, and our phones and services are the perfect fit to help mothers stay connected," said Anita Bajaj Newton, Sprint's vp, media and digital.