A combined television channel and website aimed at mothers-to-be
and new parents is to launch in the UK.
The Baby Channel, the first TV station of its kind, will launch next
spring on satellite and cable television. The TV station will be
preceded by the launch of the Baby Channel website, babychannel.net,
which goes live in the autumn.
The management team includes the former Observer editor Donald Trelford
as chairman, a former CNN anchor and BBC political journalist Leon
Hawthorne as chief executive, and the former head of Europe at
Razorfish, Chris Mathias, as a director.
The station has had early discussions with several unnamed ad agencies
but an appointment has yet to be made. Any decision is likely to depend
on the timetable of a planned pounds 12 million flotation of the
company, scheduled for late this year.
The Baby Channel’s main focus will be providing a source of trustworthy
information for parents both on TV and computer screens coupled with
e-commerce shopping opportunities.
The TV station will broadcast on the web simultaneously and viewers will
also be able to access a library of more than 100 short educational
videos for immediate viewing. These are aimed at helping parents with
child-rearing problems as they happen.
Hawthorne said: ’This is a truly integrated multimedia strategy. We are
more than a dotcom business or a TV channel. The TV and internet
operations will drive viewers and customers to each other. The
cross-marketing potential is enormous.’
The TV station will broadcast 16 hours a day, from 8am to midnight, and
will produce 35 hours of original programming each week, including live
studio daily shows and documentary features.