and secure environment that parents can trust on the internet for children’s educational entertainment. At present, children’s content is sold as individual episodes, or, as an afterthought, by online providers such as Netflix which, to date, is only segmenting content for families, or, such as Nick Jr., only making selective shows available online. In contrast, Mobile MUM is a dedicated online streaming channel for 2 to 7 year olds, and it’s multi-year license with NCircle gives it access to most hit show episodes, not just a few, and a pay-as-you-go royalty expense, instead of the huge, upfront payments customary in the entertainment industry.