Yahoo! to launch online series with Myleene Klass

Yahoo! has announced the autumn launch of ‘Bumps, Babies and Beyond’, a major new online series hosted by Myleene Klass. The show, co-produced by GroupM Entertainment and Twofour, launches exclusively on Yahoo!’s Lifestyle Channel (www.yahoo.co.uk/lifestyle ) in September.

Taking its inspiration from Myleene’s Sunday Times bestselling book ‘My Bump and Me’, the 48 part series, which runs for 12weeks, aims to be a lifestyle series for parents, with parents sharing experiences of bringing up children. Together with Myleene, they’ll talk tips, tricks and uncover the truth behind common parenting myths.

Myleene said: ‘Yahoo! is an ideal media partner for the show – as parents juggle with the competing demands of children, work and social life, a four minute online show between the next feed or nappy change is the ideal format”

The series is a result of a market defining partnership between GroupM Entertainment, Yahoo! and TwoFour and is part of Yahoo!’s commitment to becoming the home of original content online.

The programme concept was brought to Yahoo! by GroupM Entertainment, and Twofour. Twofour is a leading, multi-award winning, independent production group, which creates over 300 hours a year of factual, features and entertainment programming for broadcasters around the world.

James Wildman, Yahoo!’s Managing Director and VP of Sales, said: ‘This deal for ‘Bumps, Babies and Beyond’ exemplifies Yahoo! as the premier digital media company. As well as providing engaging content for the consumer and the advertiser, the partnership with Group M and Twofour is an innovative way to bring it to market’

Richard Foster, MD GroupM Entertainment said, “We are constantly looking to develop new content financing models and commercial partnerships and we’re delighted to be working alongside the various parties on this deal.

“There has been a lack of funding for high quality productions in the online space, which is something we are looking to address as we grow our digital business and capabilities which is being overseen by our head of digital Richard Hampson, who joined us a year ago from WPP.”

Lisa Opie, Twofour’s Director of Channel Strategy, said “Myleene is passionate about birth, babies and being a mum. She brings her unique, completely natural exuberance and refreshing honesty to the subjects that fascinate all new parents, from breastfeeding to toddler tantrums.

“The programmes will feature an array of experts as well as other mums and dads becoming a credible yet accessible guide to early years of parenting and filling a clear gap in the market. We’re really excited about this new venture”.

Yahoo! Lifestyle is the UK’s #1 Lifestyle site (Comscore, July 2011), offering over 3 million users each month a compelling mix of sex, beauty, fashion, food and shopping.

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