A dedicated baby channel with an associated website will launch on
cable and satellite channels in the UK in spring 2001.
The Baby Channel will offer practical information to mothers before,
during and after pregnancy up until their children reach the age of
The website, BabyChannel.net, is due to go live this September and will
pave the way for the channel. It will offer mothers online advice from
doctors and childcare experts.
Once the TV channel and website are made available to consumers,
information will be broadcast simultaneously across both media, offering
cross-marketing opportunities to potential advertisers.
Granada Mediasales looks likely to win the contract to sell advertising
for both the TV channel and the website.
The TV station will broadcast 16 hours a day, from 8am to midnight, and
will produce 35 hours of original programming each week. Content will
include documentaries and educational chat shows.
Former editor of The Observer Donald Trelford is chairman of the
initiative, former BBC political journalist Leon Hawthorne has been
appointed chief executive, and ex-head of Razorfish Europe Chris Mathias
joins as director.
Hawthorne said: ’We are at the crossroads between TV and the internet
and will be driving consumers from TV to our websites. We have contacted
all the baby retailers in this field and most brands are interested in
appearing on our website.’