BabyUniverse Inc., an online retailer with several retail and content sites catering to the needs of parents, is entering the Internet TV space with BabyTV.com—a site due for launch later this year and designed for both social networking and e-commerce.
BabyUniverse, No. 235 in the Internet Retailer Top 500 Guide to Retail Web Sites, will offer on BabyTV.com live broadcast events, pre-recorded shows and user-generated video content. “As a first-of-its-kind combination of television and the Internet in the baby and parenting space, we can satisfy the appetite of our audience for high-quality, informational content while providing our advertisers with an incredibly targeted and valuable marketing platform,” says BabyUniverse CEO John Textor.
BabyUniverse will launch BabyTV.com on a platform provided by Multicast Media Technologies Inc., which has launched more than 40 Internet broadcast networks that cater mostly to female consumers. Multicast’s other clients include The Knot Inc., which is No. 343 in the Internet Retailer Top 500 Guide to Retail Web Sites.
BabyTV.com will launch to a targeted audience of the 1.7 million monthly unique visitors to BabyUniverse’s web sites: the retail e-commerce sites BabyUniverse.com, PoshTots.com, PoshLiving.com and DreamTimeBaby.com, and its content sites including ePregnancy.com and PoshCravings.com.
“BabyTV.com is a prime example of a broadcast channel that would succeed in a traditional television environment,” says Lou Schwartz, CEO of Multicast. “However, the added interactivity makes it so much more suited for a broadband experience. With the increased popularity of user-generated videos surfacing online, I am looking forward to providing a quality platform for parents to showcase highlights from their children’s lives.”
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