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Pointcast network today unleashes an effort to reach women when it takes the wraps off ParentTime at Work, a new channel with content from the ParentTime site (, a joint venture by Time Warner Cable Programming and Procter & Gamble Productions.

The two-year deal brings with it a one-year advertising contract from P&G, the financial terms of which were not disclosed.

It's significant, explains Anna Zornosa, senior VP-advertising sales and affiliates at PointCast, because it represents P&G's first major foray into the push medium. "It's going to teach us a lot about package goods advertisers and how they can reach their audience."

The fact that the channel is integrated into Microsoft Corp.'s Active Desktop version IE 4.0, and eliminates lengthy downloads will also help PointCast reach females, Ms. Zornosa added, explaining that its audience has mainly been males and early adopters.

"From a consumer point of view it's important because it allows us to distribute relevant and valuable content to parents where they spend increasing amounts of time-in the workplace," said Bob DeSena, general manager of ParentTime.


Content on the new channel will focus on the daily balance of work and family, with news and features.

In a separate deal on the ParentTime site, General Motors Corp.'s Chevy Venture family van is announcing its biggest interactive buy to date, sponsoring the Travel Time section of ParentTime. GM already advertises Oldsmobile on ParentTime and is the largest advertiser on the site. Travel Time is based on the namesake travel guide by author Pam Lanier and a ParentTime destinations

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