• by Erik Sass  @eriksass1, April 13, 2010

NBC Universal has sold two of its health-focused digital out-of-home video networks, The Patient Channel and The Newborn Channel, to Interactivation Health Networks. The acquisition expands the DO footprint of Interactivation, which also owns several cable TV channels.

The two channels, which were operated by NBCU division iVillage, deliver targeted content endorsed by health-care professionals to hospital patients and parents of newborns in their hospital rooms, as well as relevant advertising.

Both networks were developed as joint ventures by NBCU and its parent company GE, as part of GE Healthcare.

The Patient Channel is available 24/7 on TVs in patient rooms and waiting areas in more than 1,600 hospitals. It claims to reach over 6 million patients a year with its roster of over 40 educational programs on various topics, such as asthma, diabetes, cholesterol and osteoporosis.

The Newborn Channel reaches neonatal waiting areas and recovery rooms in over 1,000 hospitals nationwide. It claims to reach 2.5 million new mothers every year -- 60% of all new mothers -- with content covering issues such as infant care, maternal care, breastfeeding and immunizations.

Interactivation Health Networks's parent company, Interactivation, already owns a number of free video-on-demand cable TV channels, including Mag Rack and Concert TV, both of which reach 30 million-plus homes around the U.S.

NBCU's iVillage will continue to produce and distribute health-related content, but it is narrowing its efforts in order to focus on expanding its online and mobile women's audience. The NBC broadcast network provides content to online publishers and marketers like Healthline Networks, RightHealth, Wellness Wireless and Family Marketing.

Nineteen months ago, NBC announced partnerships with StayHealthy, which delivers health-related content to kiosks in college campuses and gyms, and Windstone Communications, which operates MD Outernet, a network of digital video displays in medical waiting rooms that carries health and lifestyle programming.