NBC and P&G are targeting baby boomers with a new Web portal, reports Mediaweek. 

The network’s digital division is joining with Procter & Gamble Productions to create a Web portal called Lifegoesstrong.com, which will serve as a central jumping-off point to boomer-related topics such as style, family and technology.

The content on the sites will filter topics through the eyes of boomers who see themselves as full of vitality but dealing with aging issues. The first advertiser on the site will be P&G product, Duracell, which will sponsor the Tech Goes Strong channel and run banner ads throughout the site.