ABC releases new Branded Entertainment Series

This spring, ABC will debut ?Motherhood??a new series produced by Mindshare for two clients and subsequently purchased by ABC.

?Motherhood? is a new Web series that has been long anticipated by the ad community, because of its branded content. Now, with the network purchase, ABC is getting ready to develop a TV adaptation of the web series.

The Web series version was sponsored by Sprint and Unilever?s Suave, but the two brands had no product placements in the episodes. These sponsors are expected to carry over their roles in the TV adaptation. Both sponsors have ad placements in the ?Motherhood? microsite and the ABC microsite.

ABC confirmed last Friday that the official debut of the series is still undecided, but it will definitely be premiere within spring this year. The Web series is aiming to be the first successful transition of an online series to a TV series. ABC already ordered 13 episodes as a part of their program line-up.

The series features Megan Mullally and Cheryl Hines as two single moms who rely on friends as support systems for their children as they look for love and pursue their careers.