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Future developments

Another development under discussion is the advent of broadband. Extra bandwidth will give community sites like iVillage greater capacity to provide interactive services and introduce additional offerings, such as video and audio. 'We don't subscribe to the notion that cable networks and internet brands are meant to be in some sort of marriage,' says Carpenter. 'But we do feel that as bandwidth becomes available there will be ways to use it in support of our position - helping women do things, choose things and make choices.' She continues:

'Most research shows that women use TV to recuperate. So it's not clear that putting something that women use as a tool on a medium they use to relax is going to work.


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