MEDIA: Teen girl site gets big name backing

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

teenagers.

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

print.

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.