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Nick Jr. crafting mom-oriented content

Nightly NickMom block to launch in fall 2012

Nickelodeon is creating a primetime programming block for Nick Jr., targeted at mothers and launching next fall.

NickMom will air seven nights per week at 9 o’clock, with the two hours of content repeated at 11. The programming will derive from more than 30 comedy, talkshow and gameshow projects currently in development and tailored to moms.

Among those with projects that will be considered for NickMom are Eyeworks USA (“The Biggest Loser”); Madeleine Smithberg (“The Daily Show With Jon Stewart”), Annabelle Gurwitch (“Dinner and a Movie”); and Hugh Fink (“The Late Late Show With Craig Ferguson”).

General Mills and Reckitt Benckiser have already signed on as sponsors for NickMom, which will be ad-supported while Nick Jr.’s kid-oriented content remains ad-free. Nick Jr. reaches 73 million households.

Though NickMom doesn’t premiere on the smallscreen until next year, its companion website will launch Monday.

According to Nickelodeon research via Nielsen, one-fourth of mothers today watched Nickelodeon programs as children.

“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,” Nickelodeon Networks prexy Cyma Zarghami said. “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 Nickelodeon’s comedic DNA.”

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