Evening fare aims to attract parent-focused ads

Cable network Baby First will be putting moms first, at least during the cabler’s primetime lineup.

Starting in 2013, Baby First will debut original programming during evening hours geared toward parents, switching up the network’s typical 24/7 tyke-friendly lineup.

“Babies go to sleep around 8 p.m.,” Paul Frank, exec VP of series development for the network, told Variety. “Before, when the network was a premium package, everyone was paying to get baby content 24/7. Now with the current basic package, we thought it’d be a better use of our bandwidth to serve the mom in the evening and nighttime while the baby is sleeping.”

Cabler sees mom-centric primetime lineup as the perfect vehicle for advertisers looking to target parents.

“This is a unique opportunity for advertisers to communicate directly with the mom as opposed to the nagging effect from kids with ads,” said Baby First CEO Guy Oranim.

Network’s original programming for this block will focus primarily on lifestyle content like traveling, cooking, and health and wellness for moms and babies, though Frank sees room for scripted skeins as well.

Baby First initially launched as a premium channel on Mother’s Day 2006, but has since joined the basic cable packages of DirecTV, Dish and Comcast.

Baby First is available in some 35 countries and 13 languages.

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