ITV Makes MCN Investment

LONDON: ITV has invested in Channel Mum, a multichannel network targeted at young mothers.

The MCN debuted in January. It was set up by Siobhan Freegard, who is the founder of parenting website Netmums. Channel Mum features a network of vloggers sharing their real-life experiences about all aspects of motherhood.

ITV has taken a minority equity stake in the company, following on investments in U.S. video content outfits Believe Entertainment, Indigenous Media and Zealot Networks.

ITV's managing director of online, pay, interactive and technology, Simon Pitts, 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. We're delighted to be working together."

Freegard commented: "I am so pleased that ITV has seen the potential of Channel Mum, recognizing Millennial mums as an important and growing demographic. Our research shows that brands are keen to connect with these women in a meaningful way."