US media giant NBC has bought the iVillage women's entertainment websites for $600 million, beating stiff competition from AOL, Hachette Filipacchi and Hearst.

iVillage has a monthly audience of 14 million unique users and recorded a 30 per cent increase in revenues in 2005. Typical content includes beauty, dieting and parenting.

NBC expects the purchase to contribute to digital revenue growth up to $200 million this year.

"iVillage immediately gives us scale and a profitable, established platform to expand our digital efforts, especially in the rapidly growing areas of health and women's interests," said Beth Comstock, president of NBC Universal digital media and market development.

"This is all about creating important new intersections between community, content and commerce. We envision connecting more deeply online, on-mobile and on-demand with key consumers throughout their various life stages."

NBC plans to promote the network through existing complementary TV shows including Project Runway, the Today Show and diet show the Biggest Loser.

The purchase is the latest in a wave of new media acquisitions by traditional media owners including News International and Trinity Mirror.