TheMommyBlog

Tuesday, June 30, 2009 Family, Momversation

Last week, Christine Beardsell interviewed Michael Wayne, CEO of digital entertainment company Deca, about his company’s recent partnership with Target and the launch of its online show Momversation.

This is it, people, this is why we’re here. I love all of you out there, keeping it real!

Michael Wayne: Online talent in some ways is the opposite of most film and TV talent. We look for people who are not acting but rather are representing themselves genuinely to an audience. Also, they allow online audiences to have real glimpses into their lives and connect with them directly almost on a daily basis.…

Christine Beardsell: You recently launched Momversation. Can you tell me how that project came to life and how Target got involved?

MW: We officially launched Momversation.com on November 12. We launched a mom-focused property about six months ago called “CoolMom” where Daphne Brogden, who is a talented comedian, TV host, and mother, gives daily humorous insights about motherhood through video and blogging.

CoolMom gave us a great window into the world of mom blogging. We began thinking: why not get a bunch of the more popular mom bloggers together and give them the opportunity to express their opinions and stories with each other through video? We decided it was a great format for us to pursue, and we began developing it.

We approached Target a few months ago with the idea. They liked the idea and the rest is history.

CB: Talk about the community and distribution strategy around Momversation.

MW: Momversation.com, like our other properties, is more than video. One of the more exciting parts of the site is that the online audience can continue the conversation through our Momversation Forums. We distribute the Momversation video content through our participating mom bloggers sites, through blog outreach, and through Yahoo Shine. The conversation continues in all of these places, not just on Momversation.