ITV takes minority stake in Channel Mum

Laura Nutter: also known as Channel Mum vlogger Mummy Nutter
Laura Nutter: also known as Channel Mum vlogger Mummy Nutter

ITV has taken a minority stake in Channel Mum, the YouTube network for mothers that launched earlier this year.

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."

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