UK broadcaster ITV has made its first foray into the multi-channel network space, taking a minority equity stake in Channel Mum, a YouTube channel for mothers.
The British network has assembled a group of 10 vloggers set to share their real life experiences of motherhood, providing younger mothers with an alternative to website forums catered to child-rearing. Launched in January by Siobhan Freegard (pictured), co-founder of parenting website Netmums, the channel has currently amassed more than 2,000 subscribers.
The channel previously acquired sponsorship deals with diaper brand Pampers, and also recently partnered with Panasonic to provide a handful of mothers with £1,000 (US$1,558) in cash as well as digital camcorders to start their own vlog.
The deal follows ITV’s recent investments in U.S. video content companies Believe Entertainment, Indigenous Media and Zealot Networks.
“Siobhan Freegard is a hugely successful entrepreneur with a proven track record in digital business,” said Simon Pitts, MD of online, pay, interactive and technology at ITV, in a statement. “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.”