Bauer readies Mother & Baby TV

Bauer Media is to launch a parenting TV channel carrying the name of print magazine Mother & Baby as it continues to extend its brands across multiple platforms.

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The channel will launch in January across Bauer’s parenting portal Askamum, as well as on YouTube and social networks.

French food brand Danone, which has signed a partnership deal with the new channel, will also feature the channel’s content on its infant websites.

Mother & Baby TV will feature videos about parenting issues, including breastfeeding, vaccinations, bathing, weaning and car safety.

Mother & Baby is the UK’s leading parenting title with a circulation of 53,399, according to the latest magazine ABC figures.

Rimi Atwal, publisher of Bauer’s parenting portfolio, says the launch of the channel offers advertisers “an integrated solution” to marketing and communications.

“Video is an extremely adept and effective way of conveying much needed practical skills while using real mothers to create a sense of inclusivity,” she adds.

The news follows the September launch of fashion channel Grazia TV, in partnership with cosmetics brand Estée Lauder.

Last week, Bauer announced the launch of Bauer Access, a new programme of connecting advertisers with its editors and producers to forge new commercial and content partnerships.

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