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
Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More