ITV Takes Stake in Channel Mum

ITV Partners with Netmums Entrepreneur

ITV PLC today announced it has taken a minority equity stake in new online content business, Channel Mum, the UK's first YouTube network for mothers. 

Siobhan Freegard, OBE, founder of parenting website Netmums, launched the multi-channel network in January this year with a group of vloggers sharing their real life experiences of every aspect of motherhood. 

The unique venture creates sponsorship and branded content opportunities and has already struck a deal with nappy brand Pampers, with a number of other partnerships to be announced. 

Freegard intends to make Channel Mum the No. 1 new media brand for mums, giving younger mothers an alternative to forum based destinations which have previously been a major resource for them. Among those already signed up to the network are ten of the most popular mum vloggers, with new videos posted every weekday. 

In a bid to encourage new vlogger voices Channel Mum recently collaborated with Panasonic, selecting a hundred mums to receive peer mentoring, £1000 cash and the latest digital camcorders and kit to start their vlog. 

ITV’s Managing Director of Online, Pay, Interactive & Technology, Simon Pitts, said:  “Siobhan Freegard is a hugely successful entrepreneur with a proven track record in digital business.  She and her team at Channel Mum have a brilliant understanding of content, advertisers and mothers and how they can work together to produce genuinely appealing, authentic content. We're delighted to be working together.”  

Siobhan Freegard said:  “I am so pleased that ITV has seen the potential of Channel Mum, recognising Millennial mums as an important and growing demographic.  Our research shows that brands are keen to connect with these women in a meaningful way.”

The news follows ITV’s recent strategic investments in US video content companies Believe Entertainment, Indigenous Media and Zealot Networks.