Danone and agency MEC will partner with M&B in the creation and online distribution of a set of 20 three-minute videos guiding parents through the most common issues that concern them.
The videos will launch in January 2011 on Bauer Media's Parenting portal askamum, and the Danone baby sites, as well as being syndicated to video sites such as YouTube and social networks including Facebook.
Targeting all new mums, M&B TV will provide on-demand and trusted advice to an audience who increasingly go online for practical solutions to parenting issues. Subjects covered will include breastfeeding, bathing, weaning, vaccinations and car safety.
The videos will be produced by Signal TV. The concept was devised by the expert Mother & Baby team, Bauer Media Creative Director Julian Linley and Signal.
Rimi Atwal, Publisher of Bauer Media's Parenting portfolio, commented: "This is an innovative new way to leverage M&B's rich editorial content that delivers an enhanced experience and obvious benefit to consumers and also provides clients with an integrated solution to their marketing and communications strategies. Video is an extremely adept and effective way of conveying much needed practical skills whilst using real mothers to create a sense of inclusivity."
M&B TV is the second Bauer Media brand to launch an ad-funded online TV series.
In September this year, weekly fashion glossy Grazia launched a brand new series of five-minute weekly 'webisodes' featuring a round-up of the latest fashion, beauty, news and entertainment in partnership with cosmetics giant Estee Lauder. Grazia TV is inspired by the 'Ten Hot Stories' section of the magazine, updated and adapted to showcase Grazia content on a TV platform.
Ella Dolphin, Publisher of Grazia, said: "Grazia TV exceeded its target views for the entire series by the fourth episode. We are delighted with the response to Grazia TV from our readers and the new opportunities this platform brings to engage and interact with the Grazia community."
