Rearing a network for millennial moms

With a Panasonic campaign on board, Channel Mum is on the search for 100 vloggers. The company's exec team explains the plan.
January 28, 2015

With 600,000 babies born to millennial-aged young mothers in 2014, Netmums founder Siobhan Freegard (pictured) feels it’s an opportune time to launch Channel Mum.

A multi-channel YouTube network for mom vloggers and mom-focused creators, Channel Mum intends to present the “honest” face of parenting while connecting young mothers with advertisers through branded content.

Panasonic is on board for the network’s launch Wednesday in a deal directly arranged by Channel Mum. The brand’s ongoing campaign will give 100 moms £1,000 (US$1,519) and a digital camcorder and kit to start their vlog.

Although some of the women in the Channel Mum trailer (see below) are future vloggers for the company, the YouTubers who the company is working with have not yet been identified. Company director Clementine Hancox, former director of social media agency We Are Social and part of the small team that Freegard has assembled to handle community management, brand partnerships and content production, says they will be made public over the next few weeks. They are all U.K.-based, she says.

Hancox says that additional and more established vloggers and creators will be added to the initial 100, “but it’s more about us finding the right people than establishing a specific number.”

Hancox says Channel Mum won’t lock any creators into contracts and won’t take over AdSense accounts but will broker deals on their behalf for developing content with the advertiser. The creators will be identified as Channel Mum Pro Members, and any revenue-share split between them will also be negotiated case-by-case.

Currently self-funded, Channel Mum – which sees itself as appealing to a different culture than competitors who are out there, such as Maker Studios’ U.S.-targeted The Mom’s View – hopes to gain investors for first-round funding and develop brand relationships as the vertical evolves with its own original content.

Hancox says Channel Mum does intend to sell sponsorship of their own content down the line, with additional revenue coming through broker deals between creators, sponsors and advertisers.

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