Nick US to create content destination for mothers

MUMBAI: US kids broadcaster Nickelodeon will for the first time create a new, multi-platform destination for today‘s moms: Nickmom.
This will be a prime-time, advertiser-supported nightly programming block on Nick Jr. and a convergent web site.

Nickelodeon and Nick Jr. are already the top viewing destinations for moms, according to Nielsen Media Research, and one out of every four moms today grew up watching Nickelodeon themselves.

Nickelodeon is creating Nickmom in response to original research with today‘s moms who are younger, more diverse and more tech savvy than prior generations, and who are looking for entertainment outlets that speak directly to the experience of their lives. These moms say they want entertainment content that is focussed on comedy, helps them relax at the end of the
day and ultimately celebrates being a parent.

The Nickmom block on Nick Jr. will feature a mix of original long- and short-form humour-based programming, including talk shows, stand-up and sketch comedy, hidden camera and more.

The TV block will air nightly with two-hours of original content and a replay immediately following.
The Nickmom TV block will launch next year. The Nickmom web
made its debut on 14 November 2011 as a blog on Nickelodeon‘s‘s web resource for parenting advice and community--and will feature editorial franchises and video. The Nickmom site will then evolve into a mom-focussed humour site complete with editorial, photos, videos, gaming and community next year.

Nickelodeon Networks president Cyma Zarghami said, "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 the Nickelodeon‘s comedic DNA."

With more than 30 projects currently in development, the Nickmom block will feature talk shows, docu-series, stand-up and sketch comedy, hidden camera and game shows and more, emphasizing the kind of comedy moms say they enjoy most - relatable, ridiculous and irreverent. Development deals are in place with Eyeworks USA ‘The Biggest Loser’; Mad Cow (Madeleine Smithberg, co-creator, former executive producer of
The Daily Show); actress and author Annabelle Gurwitch (You Say Tomato, I Say Shut Up; Fired!; Dinner & a Movie); and winning Hugh Fink (head writer, The Late Late Show with Craig Ferguson; and writer, SNL); among others.

Well in advance of its TV launch, Nickmom already has acquired two charter sponsors: General Mills; and Reckitt Benckiser.

Outside of the block‘s mom-focussed content in prime time, Nick Jr. will remain the commercial-free network and online site where preschoolers can gain key curricular knowledge in a curated and organised environment. Through interactivity and narrative, Nick Jr. and help kids learn early literacy, social studies, basic math, science, movement and art skills, through preschool shows like ‘Dora the Explorer’, ‘Bubble Guppies’, ‘Go, Diego, Go!’, ‘Yo, Gabba, Gabba’, ‘Max and Ruby’ and ‘Team Umi Zoomi’.

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