NBC Pumps Oxygen Into Fem-Oriented Media Mix

NBC Universal will purchase Oxygen Media, the operator of a cable channel aimed at women, for $925 million, a move that dovetails with its 2006 purchase of the iVillage online network for $600 million. The acquisition gives NBC a cable channel that reaches 74 million homes and offers advertisers a focused demographic, with more than 40 percent of the channel’s audience made up of women between 18 and 49. Perhaps just as key is the fit with the iVillage family of Web sites.