Indiantelevision.com's Kidology: MTVN acquires Babunga.com to expand parental reach
 
 
 
 
 
 
 
Indiantelevision.com's Kidology
 
 
MTVN acquires Babunga.com to expand parental reach
 
Indiantelevision.com Team
(19 Februaryr 2008 6:00 pm)
 

MUMBAI: Further expanding its reach in the parenting space garnered through Nickjr.com, Nickelodeon/MTVN Kids and Family Group announce the acquisition of Babunga.com network of parenting sites and its integration into Nickelodeon's ParentsConnect.com.

The consolidation of Nickelodeon's ParentsConnect and the Babunga sites, which include babynamesworld.com, 3dpregnancy.com and wikiparenting.com, among others, will provide a platform to support Nickelodeon/MTVN Kids and Family Group's brand-new ParentsConnect Network, which offers marketers a targeted approach in reaching a wider range of parents.

"We are already a leader online with parents and families because of Nickjr.com, the number-one preschool-parenting website," said Nickelodeon/MTVN Kids and Family Group EVP Steve Youngwood. "Now with the acquisition of Babunga's family of sites and its integration into Nick's ParentsConnect, we are also now leaders with expecting parents. As our brand continues to expand to provide more family experiences, the new site will allow us to reach more parents online than ever before."

The Babunga acquisition will integrate the leading independent network of websites that target pregnant woman into Nickelodeon's ParentsConnect, and establish it as one of the premier destinations for expecting parents.

Babunga.com also includes 3dpregnancy.com that allows expecting moms to track their pregnancies with weekly information on the pregnancy experience; and Wikiparenting.com that reaches those who are either expecting or already have kids, and want information on subjects from getting pregnant to raising kids.

Also, the new ParentsConnect Network, anchored by Nickelodeon's ParentsConnect website, will provide marketers with seamless and targeted opportunities to reach parents. The Network currently features sites which reach similar demographics and psychographics to Nickelodeon's ParentsConnect, including: parentpreviews.com; baby-gaga.com; greatschools.net; and smartmomma.com; among others.

"The ParentsConnect Network brings even greater scale to our partners and their marketing messages," said MTV Networks digital media EVP Nada Stirratt. "The Network will allow our advertisers to reach a wider parenting population through a selection of high-quality, targeted sites."

Nickelodeon's ParentsConnect is for parents with kids of all ages, from newborns to teens. The site offers unique features like the GoCityKids local city guide for family activities; personalized profiles that help parents connect with each other; daily tips for all ages and stages; expert parenting advice; and guest celebrity editorials. It will also introduce features, such as a digital multi-media scrapbook and a quick and healthy meal-planner.

Featuring the tagline "We're not perfect, we're parents," Nickelodeon's ParentsConnect strives to celebrate the reality of parenthood and make parents' lives easier. Each age-related section on the site provides users with daily content to help them through both large and small parenting challenges.

Additional features that will be added to the site include the Lifebook, a digital scrapbook and an innovative, social media tool for parents to easily document their kids' life moments and important milestones. Parents can submit their photos, videos and stories to create the free online scrapbook, which comes complete with a scrolling timeline for month-by-month entries, a choice of design options, and easily customizable pods that can accommodate everything from a sound byte of their first word to a multimedia story about their first prom.

Throughout the month, parents and caregivers can visit Nickelodeon's ParentsConnect to register and enter to win a custom prize package tied to their ideal 25th hour, including prizes such as a family vacation, day at the spa with friends or a romantic weekend getaway. In addition, parents can get time saving tips, recipes, expert and celebrity advice when visiting the 25th Hour mini-site. During the month-long event parents can also win prizes themed to saving or enjoying time with the daily instant win game.
 
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