BSkyB and Freeserve are backing a web portal aimed at teenage
girls, to be launched later this summer. The portal, named
mykindaplace.com, is recruiting journalists from consumer magazines and
national newspapers to produce content channels on showbiz, health and
beauty, fashion, music, TV and films.
Mykindaplace.com is likely to benefit from distribution on BSkyB’s
television platforms and Freeserve’s web presence, although no
arrangements have been announced.
The portal will see BSkyB and Freeserve go head to head with Unilever
and Attic Futura, both of whom are also planning sites aimed at
In February Unilever revealed that it was investing pounds 6 million in
a portal, Wowgo, aimed at teenage girls. The new venture, headed by GGT
founder Michael Gold, was due to launch this week.
In March, Attic Futura revealed that it was ploughing pounds 10 million
into a teen content and e-commerce venture.
The distribution deals gives mykindaplace.com an advantage over Wowgo,
which is hoping to expand its brand into TV, radio and possibly
In addition to funds from Freeserve and BSkyB, mykindaplace.com will
also receive pounds 250,000 from Eurovestech, a vehicle created by
former Schroder Securities analyst Richard Bernstein to invest in
internet and technology related businesses.