Ancestry.com is extending its relationship with NBC for a second season of the TV series "Who Do You Think You Are?" that features celebrities discovering their family history.
The Provo company has signed a new contract with NBC that calls for it to sponsor the program and to provide marketing and research. In return, the program serves as a marketing tool for the company's website-based business that sells access to records and other tools to uncover family histories.
The first season of the series that debuted in March featured the stories of seven celebrities including actress Sarah Jessica Parker, NFL great Emmitt Smith and filmmaker Spike Lee. Also featured was actress Lisa Kudrow, who helps produce the show and who convinced NBC to create the program in the United States after seeing the British version.