Nickelodeon To Launch 'NickMom' Primetime Block

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Nickelodeon will launch NickMom, a multiplatform content destination for mothers that includes a primetime nightly programming block on Nick Jr. and an interactive website.

The programming block, scheduled to bow in next year's fourth quarter, will feature original long- and short-form humor-based series, including talk shows, docuseries, standup and sketch comedy during its 9 p.m. to 1 a.m. nightly timeslot. Nick Jr. will air two hours of the original content, followed by repeats. Nickelodeon already has 30 projects in development for NickMom, as well as deals with Eyeworks USA, Mad Cow, Annabelle Gurwitch, Hugh Fink and others.

The NickMom Web site will preliminarily launch Nov. 14 as a blog on Nickelodeon's Web resource before evolving into its own mom-focused site with interactive media, such as editorial, photos, videos, gaming and community.

"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," said Cyma Zarghami, president, Nickelodeon Networks, in a statement. "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."

Nickelodeon has also secured two charter sponsors for NickMom in General Mills and Reckitt Benckiser.