ITV takes minority stake in Channel Mum

ITV has taken a minority stake in Channel Mum, the YouTube network for mothers that launched earlier this year.

Laura Nutter: also known as Channel Mum vlogger Mummy Nutter
Laura Nutter: also known as Channel Mum vlogger Mummy Nutter

The deal will create sponsorship and branded content opportunities for Channel Mum which has so far struck a deal with Pampers.

Siobhan Freegard, the founder of Netmums, the UK parenting advice site launched the YouTube network in January, with Panasonic as a launch partner.

It features mothers as vloggers talking about their experience of motherhood.

Simon Pitts, the managing director of online, pay, interactive and technology at ITV, 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."

ITV has also recently invested in US video content companies Believe Entertainment, Indigenous Media and Zealot Networks.

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."

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).