Royal Baby: Watch Town Crier Announce the Birth of Kate Middleton and Prince William's Daughter

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Media coverage picked up momentum on Saturday after Middleton went into labor in the early-morning hours.

The birth of Kate Middleton and Prince William's daughter in London on Saturday has caused all sorts of pomp and circumstance outside of  St. Mary's Hospital in the British capital.

BBC News posted a video of unofficial town crier Tony Appleton announcing the birth of Prince George's younger sibling.

The baby is fourth in line for the throne. The royal family said the baby was "safely delivered" at 8:34 a.m. London time (12:34 a.m. L.A. time). Prince William was present for the birth.

The 80-year-old Appleton is the president of the Guild of International Millennium Town Criers, according to his website. The site lists Debenhams, Marks and Spencer and Las Vegas as some of his clients.

"Historically Town Criers or Bellmen as they were sometimes called were the original newsmen," the history section of Appleton's website states. "The first Town Criers were the Spartan Runners in the early Greek Empire and as the Roman Conquest spread through Europe the position increased in importance until it became a position of the court." It adds: "As England colonized the world, the position of the Town Crier spread with it. Before people could read, Town Criers brought the news to the people, and served as spokesmen for the King."

Below, watch the town crier announce the birth on Saturday morning in London.