Baby TV continues network expansion across U.K. prenatal clinics

Baby TV, the digital network informing and entertaining ‘mums to be' in prenatal clinics is expanding into seven new hospitals throughout the United Kingdom. Fourteen new screens will be installed by the end of the first quarter of the year, and 15 more hospitals are due to come on board by the end of 2010, according to a company release.

Hastings, Eastbourne, Rugby, Beckenham, Orpington and Coventry hospitals will come on to the network this spring, bringing the network to 271 screens across 113 hospitals. The 20- to 50-inch landscape screens will be located in the hospital prenatal waiting rooms where the average dwell time is 78 minutes. The expanded network will reach in excess of 450,000 pregnant women each year, with a footfall exceeding 4 million.

The channel provides information about staying healthy and caring for newborns, as well as programming from content partners such as BFTV. Current advertisers include government agencies DoH and HMRC, and leading FMCG's and nursery brands targeting young families.