Lifetime Acquires ParentsClick Network

Cable Company's First Purchase in Digital Space

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NEW YORK (AdAge.com) -- Lifetime Networks today announced its purchase of ParentsClick Network, a privately held social-networking and digital-media-technology company. The acquisition is the first for the female-focused cable network in the digital field.
ParentsClick Network created MomBlogNetwork, which was launched in late 2007 and features more than 2,500 registered blogs, aggregated and dispersed in a Digg-like format.
ParentsClick Network created MomBlogNetwork, which was launched in late 2007 and features more than 2,500 registered blogs, aggregated and dispersed in a Digg-like format.

San Francisco-based ParentsClick developed and operates MothersClick, a website that allows users to locate, join and start new groups and offers free tools for mothers to share advice and stories online. The ParentsClick Network also created MomBlogNetwork, which was launched in late 2007 and features more than 2,500 registered blogs, aggregated and dispersed in a Digg-like format.

"We're very excited to have the technology and leadership of ParentsClick Network join the Lifetime Digital family," said Dan Suratt, exec VP, digital media and business development for Lifetime Networks, in a statement. "MotherClick.com and MomBlogNetwork.com will enable us to reach more mothers online, and we will be able to leverage the robust technology platform that ParentsClick Network has built across our existing properties and new properties to come."

Parenting network planned
Included in Lifetime's online-development plans is a nationwide, multisite parenting network, offering localization of profile data and user-generated content. Lifetime plans to further enhance this effort by introducing an online ad network, allowing marketers to take advantage of the targeted consumer reach. Lifetime will also acquire ParentsClick's portfolio of more than 200 parenting-related domains.

ParentsClick Network will operate from a new office in San Francisco and will be led by ParentsClick Network founder and CEO Dietrich von Behren. Mr. Von Behren will join Lifetime as VP-digital media and investments.
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