By Evan DeSimone
U.K. Broadcaster ITV has acquired a minority stake in Channel Mum, a multi-channel YouTube network aimed at young mothers. It was launched in January by Siobahn Freegard, an entrepreneur and parenting pundit who previously founded Netmums, a U.K.-based online community for moms and parenting bloggers.
Although Channel Mum currently boasts just ten affiliated mom vloggers, it has already partnered with brands such as Panasonic, with which it selected 100 mothers to receive mentoring and digital camera equipment to help them launch potential vlogging or online video careers. More recently, the MCN struck a branded content deal with Pampers to promote that company’s diapers and other baby products in sponsored videos.
The exact terms of the deal were not disclosed, but this isn’t ITVs first dive into the new media space. In late 2014, the broadcaster invested an estimated $5 million in Danny Zappin’s Zealot Networks to support the company’s digital studio and its expanding digital media acquisition efforts. ITV also backed the launch of Indigenous Media, a digital video shop from WIGS founders Jon Avnet and Rodrigo Garcia, as well former AOL exec Brian Hunt’s digital studio Believe Entertainment.