Creative Capital Fund

CCF completes its seventh investment


The Creative Capital Fund (CCF) is delighted to announce the completion of its investment in Baby TV Limited.

The business

Baby TV ( is an information channel aimed at expectant parents. It has exclusive contracts to install video screens in antenatal waiting areas in hospitals in England. The screens carry informative and entertaining programming about pregnancy, birth and the under-5s, alongside local and national advertising. In the UK the baby market is estimated to be worth £1.3 billion a year. Baby TVís advertisers include leading baby brands such as Mamas & Papas, Maxi-Cosi, Quinny, FMG companies including Unilever, and the Central Office of Information. Baby TV is currently installed in 85 hospitals, reaching 42% of all births. This new investment will enable the company to speed up its installation programme in the remaining target hospitals and expand its in-house ad sales team.

Baby TV is run by managing director and co-founder Roger Sinclair and commercial director David Salem, who joined the company a year ago from TV and radio sponsorship consultants Sponsorvision. David was formerly group commercial director of Jazz FM.

Baby TVís chairman is Simon Kay, who together with business partner Nick Pannaman, is an early investor in Baby TV. Simon and Nick are one of the most successful duos in television and film post-production, having founded and sold several companies. They currently own TV facilities house JCA.

The funding

CCF has invested £150,000 out of a total of £227,260 in new funding for the business. The balance of the funding has come from London Seed Capital (LSC), which has followed on from earlier seed investment in the business, and from existing and new angels. Further investment has been agreed by CCF and LSC in six months subject to the business achieving pre-agreed milestones.

AXM Venture Capital Limited is authorised and regulated by the FSA.

The Creative Capital Fund acts for the funds it is contracted to manage or advise and not for any other client. It will not act for or be responsible for providing investor protection to any other party. Entrepreneurs, co-investors and others working with the CCF should be aware of this and should not expect to be treated as clients of the CCF.

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