Siobhan Freegard, the Founder and Managing Director of Channel Mum is a highly successful entrepreneur who founded in 2000 the UK’s biggest parenting website Netmums. In 2011, HMT advised Siobhan and the other shareholders of Netmums on the disposal of the business to the No 1 publisher of women websites worldwide Aufeminin.
Siobhan created Channel Mum after leaving Netmums in 2014 by gathering together a group of 10 well known vloggers to share their experiences of motherhood. Channel Mum has around 2,000 subscribers and has generated 375,000 views since then.
Channel Mum’s aim is to build on the popularity of online parenting communities with the launch of a trendy video-based proposition. The UK’s first mums Youtube community has struck sponsorship and branded content deals with Pampers, along with a Panasonic deal designed to help get mothers to start vlogging.
ITV’s investment in Channel Mum is a strategic marketing move as the broadcaster wants to enter the online advertising market. ITV has previously invested in digital video businesses including Believe Entertainment, Indigenous Media and Zealot Networks.
HMT provided corporate finance advise to Channel Mum on this transaction.
Siobhan Freegard, CEO and founder of Channel Mum commented:
“HMT are both adept and agile at spotting the possibilities in emerging sectors and helping both sides structure a mutually beneficial business model. I knew the tie-up with ITV was a great potential partnership and HMT have been invaluable in managing the process. Having worked with me at Netmums, the team at HMT are experts at putting my vision into a business plan both my team and I, and ITV, felt comfortable with. With the deal now in place, I am now very excited about getting on with the job I have committed to do, rising to the challenge of the fast-developing video market and growing the new business.”
Andrew Thomson commented:
“We are delighted to have advised Siobhan on her new venture after Netmums. With Siobhan and her team’s experience in digital business and iTV’s brand strength, Channel Mum is on the right track to become a powerful business. We look forward to working with them again in the future.”