LOS ANGELES — Mother’s Day just wasn’t enough. Nickelodeon wants it to be mommy night every single evening.
The kids-oriented cable network will launch NickMom, a new nightly programming block on Nick Jr. directed at moms.
In a statement, Cyma Zarghami, president of Nickelodeon Networks, a division of Viacom, 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 anyone 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.”
Launching in the fourth quarter of 2012, the NickMom block will air nightly from 9 p.m. to 1 a.m. ET. It will be made up of long- and short-form humor programs, including talk shows, stand-up and sketch comedy.
There will be an accompanying website, which will launch on Monday. It’ll serve as a blog on Nickelodeon’s ParentsConnect.com and will shell out parenting advice before eventually evolving into “a robust, mom-focused humor site complete with editorial, photos, videos, gaming and community next year,” according to the news release.
The move, Nickelodeon said in its announcement, is in response to research that showed today’s younger, tech-savvy moms “are looking for entertainment outlets that speak directly to the experience of their lives. These moms say they want entertainment content that is focused on comedy, helps them relax at the end of the day and ultimately celebrates being a parent.”
Hoping to fulfill such needs, the network has more than 30 projects in development, with development deals in place with Eyeworks USA (which produces “The Biggest Loser”) and Hugh Fink, the head writer of “The Late Late Show With Craig Ferguson.”