Date published: 01.09.08 - not release date

Interactive online parenting magazine goes live

The magic of Harry Potter has inspired a new interactive online parenting magazine – which offers advice that the Dursleys would do well to listen to.

After seeing the moving pictures of the talking newspaper known as the Daily Prophet in JK Rowling’s blockbuster films, Zero5 & Ideal Shopping Direct plc decided to embrace new technology that allows parents to see images come to life in iChild.tv

The magazine will be featured in a live one-hour iChild TV show on Freeview Channel 22, Sky Digital 634 & NTL Digital 855 on Wednesday June 21 at 9am which will then be available to view on the website.

Director Phil Bird said: “iChild.tv, is the world’s first truly interactive, online parenting magazine.

“The magazine breaks new ground in new media by creating a magazine which looks and feels just like a printed magazine. You can even turn pages, and by using the latest technology, readers can watch video features at the same time. Readers can also purchase items from the page, after seeing that product demonstrated live on screen.

“The magazine was inspired by the Daily Prophet, where photos came to life when viewed by the Wizards. Now parents across the country can enjoy the same experience.

“The online magazine is part of a range of benefits enjoyed by members who join the iChild parenting club, which launches this week.

“iChild is aimed at working mums who are short on time and need bite-sized information that they can access at work, at home or on their laptops.”

The resident expert at iChild is Doctor Carol Cooper. Doctor Cooper has published many best-selling parenting books including the new Baby Milestones. She is a practising family doctor and has three children, including twins.

Journalist and author Melissa Murphy has been appointed editor of iChild.tv and contributors include pregnancy & childbirth specialist Heather Welford, health writer Sarah Ewing, education specialist Janet Murray and life coach Joanne Mallon.

In every issue, the magazine covers important topics relevant to pregnancy, birth, new babies, toddlers and pre-schoolers. There are dedicated sections devoted to making the most of your time with your child and about family health.

“The core aim of iChild is to help parents enhance their child’s development. The magazine includes activities, which help parents to do this and are linked to the government frameworks and the curriculum for early years,” added Phil.

“Many of the features are brought to life by the use of video. For instance, the letters page is brought to life by filming question and answer sessions with our experts at Ideal Shopping Direct’s TV studios in Peterborough. These video features are quick to watch, and offer an interactive way of engaging with busy mums.

“iChild will receive extensive marketing support, with promotion to over 1.4 million new mums each year, through current direct communication channels run by Zero5 and Ideal.

“In addition, iChild offers exciting opportunities for brands, who can run measurable activity direct to new mums. For instance, a brand could feature their TV advertising or a live brand demonstration on the same page as a double-page advertorial. Consumers could then have the choice of perhaps downloading a fact-sheet, or a voucher for the brand. The opportunity also exists to sell the product directly from the same page. The great thing is, it is all directly quantifiable.

“The iChild parenting club offers more than just a bi-monthly magazine at www.iChild.tv.

“Members can access a wealth of child development and health information written by Doctor Cooper and can receive 10 per cent off all products in the iChild shop.”

The iChild shop contains innovative products that help busy mums or can enhance their child’s development. Mothers can access reliable and trusted products – and buy them at the click of a button.

iChild.tv is a joint venture between Ideal Shopping Direct PLC, the UK’s leading independent TV shopping company and Zero5 LLP, marketing and media specialists in the new parent market.

For more info about www.iChild.tv please contact:

Phil Bird
Zero 5
Tel: 020 7963 8066

Andrew Fryatt
Ideal Shopping Direct Plc
Tel: 08700 780704

Notes:

Zero5 LLP is a media and marketing specialist in the new parent market. Each year the company helps major companies such as P&G, Unilever & Reckitt-Benckiser reach over 1.4 Million ABC1 new mums with sampling & marketing programmes, from pregnancy through to when their children are at a day nursery. Zero5 has exclusive strategic partnerships with National Childbirth Trust (NCT) and National Day Nurseries Association (NDNA).