AOL has announced the launch of a new UK-based website that offers news, advice and support to parents on a number of issues relating to the upbringing of their children.

The company says ParentDish - which is available online at parentdish.co.uk - will build on the success of a similar US portal and will even occasionally draw on the expertise of that site's contributors.

However, the British model will invite words of wisdom in the form of a blog from mums and dads across the nation in an attempt to build a database of hints, recommendations and stories that broadband users with kids may find invaluable.

The new site will form part of AOL UK's Living Channel facility and will also include polls, photo galleries and lots more - although all content will target the needs of parents and those in the childcare industry.

It is claimed the US version of ParentDish currently reaches around 2.8 million unique users on a monthly basis, according to the most recent figures from comScore's Media Metrix.

AOL Europe's head of marketing and innovation Rohit Agarwal added that although the site had been hugely popular in North America, it was hoped this level of success could be transferred to the UK market.

"This new online destination also opens up another avenue for our advertisers to associate their brand with a specific and engaged user group who want information and education to ensure the best for their family," he added.

Earlier this month, the firm launched a revised homepage with easy access to a range of email and social networking services.

Categories: Broadband, AOL

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