The Baby Channel lines up advertisers for UK launch

A dedicated baby channel with an associated website will launch on cable and satellite channels in the UK in spring 2001.

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

four.



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.’



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