Online TV channel for parents goes live

New website offers companies unique way to reach parents and carers of children under 12.
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TV4Parents, the UK online TV channel for parents and carers will go live during Parent’s Week this Thursday.

Created by leading child development experts Tomorrow’s Child, the channel is a unique forum for parents with a community influenced approach to programming.

TV4Parents programming will address key issues facing parents and carers and will launch with two headline programmes: Pressure Cooker Kids and Oxygen Mask Parenting. The programmes address childhood stress and how parents can help.

Additional themes explored will be child behaviour, creativity, real life, early childhood psychology and eating for success.

The channel is free-to-air and new programmes will be added each week and driven by the community in terms of content and involvement.

The team behind TV4Parents are the founders of Tomorrow’s Child, Jacqueline Harding, former BBC education editor and head teacher and Dr Sanjay Chaudhuri, International educational author and medical doctor.

The two have been joined by Adrian Moss, who has over 20 years experience of building and supporting communities and user groups using digital communications.

The combination of video, interviews and printable fact sheets, is aiming to make TV4Parents accessible, interactive and about ‘real-life’, which is why an internet based TV channel with linked web site was chosen as the platform.

Adrian Moss, managing director, TV4Parents explains:

“What we can offer kid’s brands and companies is a great opportunity to communicate and engage with the parent and carer community.

"They may want to participate in a programme – even sponsor one on a specific subject. For example our research has shown parents really worry about the educational value of toys bought at Christmas. So we are planning a programme to look at this whole area."

TV4Parents has been welcomed by academics. Professor Jackie Marsh, University of Sheffield said:

“It’s absolutely crucial for parents to develop with their children if we are going to enable parents to develop their children’s skills, knowledge and understanding.”

TV4Parents expects 30,000 viewers per month within the first year and is being supported through online community networking by www.askamum.co.uk

The Day Care Trust is also working closely with Tomorrow’s Child on getting involved with content and advice.

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