Baby-TV is a digital information channel delivering information, advice, hints and tips in maternity department waiting rooms nationwide. It is viewed on 20 inch flat screens, viewable like a TV, it provides valuable information to mothers and fathers to be, at an anxious and exciting time in their lives, combining the production techniques of broadcast television with simple clear messages in text. Maternity waiting rooms are the only places visited by almost every parent-to-be. Baby-TV is therefore an ideal communication platform. Through gathering and sharing advice, best practice and relevant information, BABY-TV aims to help parents-to-be make informed decisions for the health, welfare, safety and happiness of both themselves and their future baby. Currently Baby-TV has screens in 42 ante-natal clinics nationwide representing 27% market coverage with contracts outstanding for installation of a further 41 ante-natal bringing market coverage up to 50%.

Baby-TV is also a commercial medium and many suppliers of baby products advertise products and/ or sponsor initiatives in order to reach their target audience.