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YouTube parenting brand content on Viacom nets

Viacom’s US channels TV Land and Nick at Nite will begin airing short videos from YouTube parenting- and brand-focused network What’s Up Moms.

The first video launched on the cable channels yesterday, marking the first time that millennial mothers-focused What’s Up Mom has had linear distribution.

The video ran to 30 seconds and focused on holiday season ‘hacks’, including a call-to-action to go online and watch a fuller two minute episode via the TV Land website. After launching there, the longer form videos will also be available from Whatsupmoms.com.

Two more original videos will debut on various Viacom networks in the new year.

New York-based media giant Viacom scored the agreement through its creative advertising and content arm, Viacom Velocity.

“Our millennial mom audience has known Viacom’s brands deeply for years throughout many of their life stages, so we have a unique advantage in speaking to them authentically,” said Niels Schuurmans, executive VP, Viacom Velocity Creative.