Interactivation is entering the place-based media space, announcing Tuesday (April 13) it had acquired two hospital video networks from NBC Universal's iVillage, for undisclosed terms.
The deal gives Interactivation, which has been expanding into nontraditional TV venues, strong national distribution for its newly created Interactivation Health Networks across 2,500 hospitals. The Newborn Channel is in 1,000 hospitals, reaching 60 percent of new moms. The Patient Channel is in 1,600 hospitals.
"Health-related content has been an important part of our cable television programming and we're delighted to add both networks to our media properties along with the terrific team of professionals who manage, program and operate them," said Matthew Davidge, president of Interactivation, the parent company of Interactivation Health Networks.
With the sale, iVillage intends to focus on online and mobile platforms targeting women, said Jodi Kahn, evp of iVillage.