Bounty.com appoints Ground Up Media

Ground Up Media (GUM), the video content production, exploitation and distribution specialist, has been awarded a contract to develop an online TV portal for Bounty.com.

The online TV portal for Bounty.com will form part of a major investment in new content announced by the UK's leading parenting website last month.

The contract involves the creation of Bounty-specific video content for a new dedicated portal, www.Bounty.tv.

GUM will be producing up to 30 parenting-themed films at launch and additional new content each month, offering a mix of expert advice, commentary by real-life mums and dads, as well as reality TV clips following couples as they experience parenthood.

The content will span five categories: planning pregnancy; pregnancy; birth; first weeks at home; and bonding.

The video portal will soft-launch at the end of June, with first content due to roll-out by the end of July.

GUM was awarded the contract following a competitive pitch against a number of agencies and production companies.

Richard Jukes, managing director of GUM, said: "The project fits in well with the parenting content work that we have been doing over the past six months.

"Bounty.com is the UK's biggest parenting website and it is great to be working on a project that is an end-to-end solution, encompassing content strategy, production and distribution.

"We will be producing best-in-class video content to maintain Bounty's position as the key source for parenting support and information".

Adding specifically produced video content to its online properties will enable Bounty.com to deliver information that is both engaging and relevant to its different audiences.

Bounty.com is investing more than GBP300,000 in new content over a 12-month period as part of its initiative to ensure continued loyalty from its 800,000 registered members and to cement its commercial lead over the growing number of smaller social networking sites aimed at parents.

Andrew Thomas, E -Business Director at Bounty, said: "During the tendering process, Ground Up Media made a video pilot which gave us a flavour of the high-quality content they could produce.

"Their vision and commercial approach fitted well with our overall objective of taking Bounty.com to the next level in terms of user experience and to retain our position as the number one portal for all things parenting".

Ground Up Media (GUM) is a video-content production, exploitation and distribution specialist.

GUM produces context-based video-content, created for and distributed to mass-niche audiences, particularly tailored for delivery across each different digital media platform.

Being both a content producer and a content distributor, GUM takes a "Ground Up" approach to the conception of video-based content that is adapted for both the specific digital media platform and the audience mode of consumption on each platform.

GUM builds content brands and interactive media properties by co-creation, commercialising and exploiting content property opportunities to identified mass-niche audiences.

GUM is an independent specialist, founded in 2007 by Richard Jukes and Stephen Margolis in association with the Future Film Group and Pepper Post.

Back to top