Lifetime acquires ParentsClick Network

Tech firm helps create networks, blogs for parents

NEW YORK -- Lifetime has acquired ParentsClick Network, a Web technology firm that facilitates the creation of social networks and blogs for parents.

The company's first digital acquisition, ParentsClick is believed to have cost an estimated $10 million.

The independent, San Francisco-based ParentsClick's technology enables parents to form groups online and create customized content sites. Among the company's properties is MothersClick.com, a platform that offers tools to Web-savvy moms looking to create online forums to share parenting knowledge.

Lifetime said it plans to incorporate some of ParentsClick's community-based technology into its existing Web properties, including MyLifetime.com and its fast-growing gaming site DressUpChallenge.com. But beyond the technological benefits, Lifetime gains more traction in the hot parent-blogging space with the deal, as ParentsClick maintains over 200 parenting-related domains, including www.FathersClick.com and www.MothersGroups.com. The company said it plans to launch a mom-targeting ad network in the near future.

"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," said Dan Suratt, executive vp digital media and business development at Lifetime Networks.

In the past year, both Disney (iParenting Media) and Nickelodeon (Babunga.com) have made acquisitions in this arena.
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