• by Wayne Friedman , November 9, 2011

Looking to expand its array of kids-related TV programming assets, Nickelodeon will launch a new prime-time programming block, NickMom, targeting mothers who watched Nickelodeon as children.

NickMom has signed up two charter advertisers: General Mills and Reckitt Benckiser.

The programming block, to launch about a year from now in the fourth quarter, will appear in prime time on both Nick Jr. channel and an interactive Web site.

Much of the programming will feature long- and short-form series, including talk shows, documentaries, stand-up and sketch comedy during a 9 p.m. to 1 a.m. time slot. Nickelodeon already has 30 projects in development for NickMom, as well as deals with Eyeworks USA, Mad Cow, Annabelle Gurwitch, Hugh Fink and others.

NickMom will preliminarily launch on Nov. 14 as a blog on Nickelodeon's ParentsConnect.com site.

Cyma Zarghami, president, Nickelodeon Networks, a division of Viacom, stated: "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."

Two other Nickelodeon's TV assets -- prime-time programming block Nick at Nite and channel TV Land -- also target older viewers. Some of Nickelodeon's other networks, such as TeenNick, started as programming blocks on Nickelodeon's channels.

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