March 2, 2007, 12:00 AM

BabyUniverse rolls out its new BabyTV.com online content channel

Online retailer and content provider BabyUniverse launched its much-anticipated BabyTV.com this week, after previewing it to select users since December. BabyTV.com offers streaming television programming targeted to new and expectant parents.

Kurt Peters

Executive Editor

Online retailer and content provider BabyUniverse Inc. launched its much-anticipated BabyTV.com this week, after previewing it to select users since December.

BabyTV.com offers streaming television programming targeted to new and expectant parents from experts throughout the industry. It offers round-the-clock programming and a video-on-demand library from content partners Oxygen Media and Alpha Mom.

The site also allows parents to submit their own videos. A BabyTV.com moderator screens also videos, which the company says will create a family-friendly environment that will also provide advertisers with protection from negative associations with inappropriate content.

Georgianne Brown, BabyUniverse’s president of mainstream commerce, will provide details about BabyTV.com at the Internet Retailer Conference & Exhibition, June 4-7 in San Jose.

"Our goal is to create the ultimate social networking destination for moms who are looking to share ideas and stories and to find out more about the highly individual journey that we call parenthood," says John Textor, chairman and CEO of BabyUniverse. "BabyTV brings a wealth of next-generation community features for site visitors, allowing users to create membership profiles, participate in message boards and polls relating to pregnancy and parenting topics, and upload their own videos."

The launch of BabyTV.com also debuts a new Internet content delivery platform developed and implemented by John Studdard, BabyUniverse’s executive vice president of new media. "As the first web property to be completely deployed on our new enterprise content management system, BabyTV provides a way to gain efficiencies of scale in rolling out video, text and community assets across multiple sites," Studdard says.

The company explains that its new content management platform allows BabyUniverse, No. 235 in the Internet Retailer Top 500 Guide, to leverage content throughout other BabyUniverse sites, easily moving video and text content created by a centrally located creative and editorial staff throughout the sites, when and where it`s needed, in real time.

"Our soft rollout of BabyTV in late December provided us with a vehicle to demonstrate our new media concept to advertisers and manufacturers in the baby space, and we are thrilled with the overall response we have received from consumers in these few short weeks," Textor says. "The launch of BabyTV.com brings a new vehicle for advertisers to reach parents and their social networks, in a highly interactive environment where parents can find information, answers and fun throughout their day."

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