• by David Goetzl , February 8, 2012

A comedy about morning news and reality series tabbed a “modern-day Laverne and Shirley” will be part of the NickMom programming block that will fill prime time on the preschool Nick Jr. network this fall.

The programming philosophy at the ad-supported block entails offering tired moms a place for some chuckles after a long day. J&J, Target, General Mills and Reckitt Benckiser have signed on as advertisers, with deals that include brand integration. They will also have a presence on NickMom.com.

“The Fifth Hour” is a comedy with mom comics playing a morning news team, with Madeleine Smithberg, an executive producer on “The Daily Show,” behind it. The would-be Laverne and Shirley “real-life” takeoff is “The Judi & Kate Show,” described as “a show within a show” with two mom video bloggers. 

NickMom will also have a stand-up comedy series with comedies “offering their humorous takes on the joy and pain of parenting.”

Also coming is talk show “It’s Nighttime with Annabelle Gurwitch,” which “looks at the world through Gurwitch's unique mom-colored glasses,” and “Road Mamas,” a reality show that follows three stand-up mom comedians and eight kids in an RV.

Nick Jr. was known as Noggin until 2009.