Myleene Klass to launch branded digital TV offering

Myleene Klass is partnering with media group Twofour to create a branded digital channel targeting parents of young children.

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The site www.myleeneklass.tv will deliver free to view video content, factual entertainment and features and aims to establish a community for young mums and dads.

The parenting market has become more influential and potentially profitable in recent years with the rise of communities such as www.mumsnet.com.

Klass has established her credentials in the parenting field with her book My Bump and Me, her monthly column in Prima Baby and the Baby K clothing range with Mothercare. Twofour will develop a revenue stream that includes working with mother, baby and lifestyle brands to help develop branded content for the site

Myleeneklass.tv claims that it will be “more inclusive, interactive, immediate and intimate than any baby site before it” and believes that it will fill a clear gap in the market by addressing mums and dads and providing an “accessible guide to the early years of parenting”.

Video series will be produced around key content pillars, including pregnancy, birth, babies and toddlers.

Former managing director of content at Five, Lisa Opie, is Twofour’s director of channel strategy, and says: “Up until now online channels have been pretty much the sole domain of celebrity chefs and yet we know that focused targeted channel offerings within the linear world have been hugely popular with audiences and with brands.

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