Lifetime antes up for Web technology firm ParentsClick Network

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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 more than 200 parenting-related domains, including FathersClick.com and MothersGroups.com. The company said it plans to launch a mom-targeting ad network soon.

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