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."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More