Marketing To Women
Video-On-Demand Channel Targets Moms
Parenting startup Alpha Mom launches Alpha Mom TV, a 24-hour video-on-demand TV network distributed by Comcast and other cable operators. The channel will provide programming on health, nutrition, safety, and other childcare issues.
Programs will be reviewed by a professional advisory board, whose members include doctors, psychologists, and fitness instructors specializing in childhood development. Lifestyle content will cover topics such as maternity and infant fashions, fitness for moms and babies, nursery décor, and product spotlights.
Sponsorship opportunities include branded programming, billboard ads, and on air promotions and sweeps. The launch is supported by promostional partnerships with Loews Cineplex Entertainment and Macy’s. In April, Loews will host Alpha Mom events in its theaters as part of the pre-movie events in its “Reel Moms” series. On-air personalities from Alpha Mom will visit Reel Moms events to give lectures and seminars.
Macy’s will offer mini-seminars on topics such as maternal fitness and baby massage techniques in its stores in spring 2005. On-air personalities will conduct a multi-city tour of Macy’s West. Branded merchandise is also planned, including audio titles such as lullabies made from pop, rock, country, and new wave songs—scheduled for release in spring 2005. A video line offering extended versions of the networks signature shows is planned for summer 2005. Both will be distributed by Razor & Tie Direct. Further licensing and merchandising agreements are expected to be announced in early 2005.