Inside the business of children's digital media

NickMom announces development slate, names SVP


In its efforts to offer content to an increasingly influential mom demographic, Nickelodeon has announced its development slate for its new primetime television comedy block, NickMom (launching this fall), and website, commissioning 26 episodes of new stand-up comedy series NickMom Night Out to launch in late 2012 in primetime on Nick Jr.

More than 50 projects in development for TV and digital have been announced including work from stand-up comedian and actress Caroline Rhea, actor/author Annabelle Gurwitch, and Madeleine Smithberg of Mad Cow Productions (The Daily Show with Jon Stewart).

NickMom Night Out features comedians Judy Gold, Corey Kahaney, B Phlat and Deena Blizzard, who offer humorous takes on the joy and pain of parenting.

A variety of programs covering talk shows, stand up, sketch comedy, hidden camera, and game shows are planned for NickMom’s development slate including a hybrid sketch/talk series (title TBD) starring and executive produced by Caroline Rhea and Emily Cohen.

Other inclusions in the slate include It’s Nighttime with Annabelle Gurwitch, a new mom-focused talk show executive produced by Gurwitch and Elyse Roth (former The Daily Show producer), and The 5th Hour, a scripted comedy/morning news show hybrid hosted by mom comics in the roles of the news team and executive produced by Mad Cow Productions, Sarah North and Jordan Tilzer (Roar).

Also in support of NickMom, Johnson & Johnson, Target, General Mills and Reckitt Benckiser have inked brand integration, content development and sponsorship deals with Nickelodeon to sponsor NickMom and its mom-focused multi-platform destination, which debuted in November 2011 featuring video content, social media applications, blogs and editorial content, and will evolve this fall to include more content including gaming.

In conjunction with the rollout, Nickelodeon has named 15-year Nick veteran Bronwen O’Keefe as NickMom’s SVP. In the newly created position, O’Keefe will head up the creation and development for all TV and online content for NickMom.

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