Sutida Siamharn, managing director of Brand Experience, a unit of Initiative, said inspiration for the project had come from her and her staff's experience of becoming mothers.

"Mothers have to go to hospitals quite often, but we found there was no media targeting this group of moms and children. We conducted a survey and the feedback was very good. We have clients who are keen to participate in this interactive new medium," she said.

Wannee Rattnapol, Initiative's chairman, said television commercials could help consumers become aware of a brand but one can no longer stop there. "While watching TV, audiences, for instance, are perhaps playing a computer game at the same time. We need to find ways for consumers to become engaged with the brand," she said.

In its first month the channel's programmes will include features such as "Mom's Health", "Moms with Style" and "My Angels", starring leading female TV and magazine columnists.

The channel will include some advertising spots, but Sutida said partnered hospitals would screen all ads and not allow inappropriate or 'hard sell' content.

UBC has also provided courtesy programming as part of Mom Channel, she added.

Initial sponsors include Johnson and Johnson, Samsung Electronics, SC Johnson, and Cerebos (Thailand).

The channel will be aired at the 10 branches of the Gymboree child development centre, and at 11 hospitals: Kasemrad (Prachachuen), Samitivej (Sukhumvit and Srinakarin), Saint Louis, Phyathai (1,2,3), Sikarin, Paolo, Phatara-Thonburi and Klongtun.

Audiences can also access the Mom Channel from home at www.momchannel.com.

Brand Experience focuses on organising and creating below-the-line activities.

Pichaya Changsorn

The Nation