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The new TV portal is designed to enhance Bounty's content and complement its existing podcasts, which are downloaded at a rate of 8,000 per a day.

Launching with ten parenting-themed films, Bounty.tv plans to add new content every month and will offer a mix of expert advice, practical help, commentary by real-life mums and dads, as well as reality-TV clips following couples as they experience parenthood.

The programmes are split into three sections - Planning and Pregnancy, Baby on Board and New Arrivals.

Bounty e-business director, Andrew Thomas, said the video content is accessible, "cuts through the noise of other content" and gives parents straight answers to common questions and queries. 

"Motherhood is one of the most information-hungry, support-hungry times in a woman's life. In addition, having a baby makes a woman re-evaluate her choices and become highly susceptible to brand switching," he said.

"This is why online video is integral to our commercial strategy and we are confident that brands will take advantage of programme and channel sponsorship to gain a shift in mums' brand loyalty and connection."