BabyUniverse Inc. launches BabyTV.com

BabyUniverse Inc. has launched BabyTV.com, an integrated television-style broadcast and social networking community focusing on the needs of new and expectant parents, the retailer announced today. Content will be provided by women’s media company Oxygen and video-on-demand pioneer AlphaMom.

Using BabyTV.com’s interactive format, consumers can tune in to broadcast-quality live and pre-recorded streaming television, interact through live events, respond to synchronized and targeted advertisements, engage in e-commerce transactions, browse links on the web and participate in BabyTV.com’s community features without leaving the integrated broadcast platform, says BabyUniverse, No. 235 in the Internet Retailer Top 500 Guide to Retail Web Sites.

“While the primary goal of BabyTV.com, and our other content sites PostCravings.com and ePregnancy, is to increase revenues from advertisers, we also intend BabyTV.com to build for our e-commerce sites the kind of loyalty with consumers that can be difficult to achieve in a pure e-commerce environment,” says John Textor, chairman and CEO of BabyUniverse. “If content breeds loyalty, and loyalty reduces dependency on Internet marketing expense, then we expect BabyTV.com to become a valuable driver of the BabyUniverse business strategy.”

The more than 1.7 million monthly visitors from the BabyUniverse portfolio of e-commerce websites—BabyUniverse.com, PostTots.com and DreamTimeBaby.com—and content sites PostCravings.com and ePregnancy.com will have access to BabyTV.com.