NBC Universal, which is 80 percent-owned by General Electric Co. (GE) and 20 percent-owned by Vivendi Universal, agreed to pay $8.50 in cash per common share for iVillage, a 6.5 percent premium to the company's closing price Friday of $7.98 on the Nasdaq. Shares of iVillage rose 38 cents, or about 5 percent, to $8.36 in pre-market trading.
NBC Universal expects the acquisition to grow its digital revenue to about $200 million in 2006, with a 20 percent growth rate going forward.
The purchase is subject to shareholder and regulatory approval and is expected to close by the second quarter.
Managers of iVillage will report directly to Beth Comstock, NBC Universal's president of digital media and market development.
JPMorgan Chase acted as iVillage's financial adviser.