9Honey officially launches mums content play as Helen McCabe eyes off video and finance expansion

Nine’s lifestyle offering 9Honey has firmly planted its stake in the mum’s content space officially launching 9Mums, complete with a native advertising offer 9Mums Love, as head of lifestyle Helen McCabe eyes off further video content and a potential expansion in finance.

The TV network brought together a number of its verticals to launch women’s network 9Honey at the end of last year.

At the time of the launch Nine flagged its interest in the mums audience, with McCabe saying: “We’re not really in the game in a big way just yet, this is very evolutionary”.