Nickelodeon is preparing to launch a new nightly prime-time programming block, along with an interactive website, with a target demo of moms, Multichannel News reports.
NickMom, a multiplatform content destination, will include four hours of prime-time programming on Nick Jr., airing from 9 p.m. to 1 a.m. The network already has 30 projects in development for the initiative, with a launch date set for the fourth quarter of 2012.
Programming will include long-form and short-form, with talk shows, documentary series, sketch comedy and stand-up included in the mix, the story reports.
Nick Jr. will reportedly air two hours of originals followed by repeats. Nickelodeon has partnered with Eyeworks USA, Mad Cow, Annabelle Gurwitch, Hugh Fink and others to provide content. General MIlls and Reckitt Benckiser are on board as charter sponsors, the story reports.
Cyma Zarghami, president of Nickelodeon Networks, said of the initiative: "Today’s moms who grew up with Nickelodeon have a renewed relationship with us through their kids, and now we have something for them as adults in NickMom. This generation of moms is very different than any one before it and we are very excited to offer a destination that is unique in today’s entertainment landscape with content that taps into Nickelodeon’s comedic DNA."