It's Parents Week in the UK next week (October 20th - 26th) so it seems most apt to be launching a new internet TV channel - TV4Parents.

We are deep in planning the final details of the launch with the client. This is very much a community site with parents driving the content and acting as interviewers to the gurus and subject matter experts. The target is parents and carers of children aged up to 12.

The board of directors and advisors are ex-BBC childrens programming, educational specialists, medical professionals and people from the world of digital marketing and community building. The vision of supporting parents to help their children reach their full potential drives the editorial policy as does the interaction with parents for input on topics to cover.

Radio interviews are lined up from Monday 20th and there is a launch celebration on 23rd in London (e-mail me at adrian@tomorrowschild.co.uk if you want an invite)

The channel will launch with over 20 videos already available and be releasing them at the rate of 1 per week. Over time a large online video library will be available for parents to access for free. Each video will have supporting documents - hints, tips and advice - in a resources section. Parents will join the i-Parents Club to get free access to the documents.

In early focus group feedback parents were very clear that pre-roll and pop-up or in programme advertising was regarded as intrusive. Parents were happy to accept post-roll advisory and information type ads and programme or channel sponsorship so this is the model that will be used.

It has been great working with the TV4P team over the last few months as we completed the focus groups and field research and started planning and recording the programmes especially those directly involving kids.

(Disclosure: I am 'on secondment' from Focus while working as MD of TV4P for its development and launch phase. Focus are doing the web site build out and hosting of the video server)