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The iVillage Passion Project celebrates the launch of

Project invites Canadian women to share, connect & be inspired 

TORONTO, May 9 /CNW/ – Rogers Media, in partnership with iVillage, is
thrilled to announce that is here for Canadian women. launched today, providing Canadian women with a one-stop online
destination for engaging content, community and a ground-breaking
multimedia campaign. is all about passion and what better way to launch than with The
iVillage Passion Project – an interactive program that invites Canadian
women to share their passions for the best things in life; for things
like family, fashion, fitness, celebrity, work and relationships. It’s
also a chance to watch other women – including CityLine’s Tracy Moore
and Sportsnet’s Martine Gaillard – talk about the things that matter
most in a collection of over 50 vibrant original videos.

Watching videos also gives viewers a chance to WIN one of over 250
prizes – instantly – plus score daily entries into a grand-prize sweepstakes, where one
lucky participant will pick up a trip for four to Universal Orlando® Resort. To collect bonus entries, users are invited to add their
passions to the dynamic iVillage Passion Wall. Editorial about
all-things-passion will live throughout the site during the months of
May and June and is sponsored by Pantene® Pro-V®, COVERGIRL® NatureLuxe, Pampers® and Olay Regenerist.

“Rogers Media is thrilled to launch in partnership with iVillage,” said Jason Tafler, Chief Digital Officer
of Rogers Digital Media. “We are proud to bring a Canadian perspective
to such a prominent brand. With added to our list of more than 250 digital products, we will continue
to provide Canadian women with trusted, top-tiered online content.” will feature original content, alongside top features from and stories from popular Rogers Media brands such as Chatelaine,
CityLine and The community-driven site will also connect women to their much
beloved discussion boards and feature new discussions for Canadian women about
issues important to them. is proud to bring a slate of A-list experts and contributors to the
table for launch, including one of Babble’s top 10 Canadian mommy
bloggers, Catherine Connors (Her Bad Mother) who will write an exclusive weekly column titled “Straight Up from Her
Bad Mother” Home Heist‘s Cheryl Torrenueva who comes on board as the home expert; and Lianne Phillipson-Webb, author of SproutRite, who will dish out weekly nutrition advice for the family.

“We’re delighted to welcome the new site, which beautifully reflects iVillage’s brand mission as a trusted
community and valued resource for women,” said Jodi Kahn, Executive
Vice President, iVillage. “Rogers is the perfect partner to bring
iVillage to Canada given their strong female brands.”

The new offers Canadian women content, community and the chance to pick up one
of over 250 prizes.

How could Canadian women not be passionate about

About Rogers Media Inc.
Rogers Media Inc, a division of Rogers Communications Inc., (TSX: RCI)
(NYSE: RCI), operates Rogers Broadcasting and Rogers Publishing. Rogers
Broadcasting has 55 AM and FM radio stations across Canada. Television
properties include 5 Citytv stations as well as 5 OMNI multicultural
television stations; Rogers Sportsnet consisting of four regional
channels and the nationally distributed Sportsnet ONE; and the Shopping
Channel, a televised and Internet shopping service. Rogers Publishing
produces many well-known consumer magazines such as Maclean’s,
Chatelaine, Flare, L’actualité and Canadian Business, and is the
leading publisher of a number of industry, medical and financial
publications. All media properties are integrated with their own
popular web sites. Rogers Media also owns the Toronto Blue Jays
Baseball Club and Rogers Centre, a year-round sports and entertainment

About iVillage
iVillage is the largest content-driven community for women online
reaching 30 + million unique visitors per month in the US (comScore
January 2011). With four million plus conversations annually and
thousands of specific brands talked about weekly, iVillage is at the
center of her digital routine. Every day, women come to iVillage to
connect, share advice, find life tools and engage in conversations that
matter most to them in the areas of Pregnancy & Parenting, Health,
Food, Entertainment and Beauty & Style. Additional businesses and brand
extensions within iVillage include iVillage UK, Digital Works @ NBCU, and GardenWeb. iVillage Inc., is based in New York City,
and is part of the NBCUniversal Entertainment & Digital Networks and
Integrated Media Group. Join iVillage’s Facebook group at and follow us on Twitter at