Deca Builds Out Premium Network for Moms

Video syndicator nabs deals with NBCU, CBS, others

The women’s lifestyle Web video firm Deca is building out a video hub aimed at moms while pushing further into the syndication business.

On May 13, the Santa Monica, Calif.-based company relaunched Momversation, a site originally built around a single Web series aimed at—you guessed it—moms. Now, will serve as a destination for all videos related to parenting, like a clip of President Obama’s visit to The View as well as shows from Deca’s recently launched YouTube channel Kin Community.

The popular Momversation series will continue to live on and across the Web. In fact, Target has signed as a category exclusive Momversation sponsor for the fourth year in a row. However, two other stand-alone Deca brands, and, will soon be folded into the new

Beyond the revamped site, Deca is building on its women-oriented syndication business. Deca has already delivered its own content to roughly 100 mom blogs and sites. But the company has recently inked deals with Discovery, Time Inc., Viacom, NBC Universal’s iVillage and CBS Television Distribution to distribute video content from their libraries.

Time Inc., for example, will rely on Deca to syndicate video clips from brands like Cooking Light and Real Simple, while CBS will provide clips from Entertainment Tonight and The Insider.

Discovery plans to use Deca to seed promotional clips for several TLC series. “We’re always looking to find new ways to help viewers find out about our shows," said Gabe Sauerhoff, Discovery's vp of digital distribution and partnerships. “Deca has created a community and compiles content that speaks directly to that audience.”

Deca is rebranding its syndication network, moving from Her Channel to the M Network. When it comes to ads sales, both Deca and its partners offer brands pre-roll and banner inventory. The company has tapped Web video ad tech firm FreeWheel to help manage ad inventory.

The goal is to build a video network that stands out in an increasingly crowded, data-driven space. “We're never going to be a million sites large,” said Deca CEO Michael Wayne. “But we’re one hundred percent transparent. All of our content partners are public. We only target women. And it’s working. We’ve doubled our revenue each of the last four years.”