AwesomenessTV, the digital-focused media company that has heretofore focused on teen and tween audiences, is launching a new network aimed at millennial moms.
The company’s Awestruck multichannel network will debut later in 2015 with original content distributed on YouTube, Facebook video and Verizon Wireless’ upcoming video service. Awestruck will feature a mix of “female-centric” scripted and unscripted programming, including comedy and drama series, docu-series and talk shows.
“Millennial moms are digitally savvy, globally conscious and defined by more than just motherhood, yet they are surprisingly underserved,” said Brian Robbins, CEO and founder of AwesomenessTV.
The content on the network will feature digital stars and other celebrities, AwesomenessTV said, though it declined to provide details of any shows that are in the works. It also wouldn’t say how much it expects to invest in Awestruck.
Sarah Penna, co-founder and chief creative officer of Big Frame — which AwesomenessTV acquired last year — will head up identifying talent and creators for Awestruck. Zadi Diaz, who previously served as executive producer of YouTube Nation, will helm all original programming for Awestruck as VP of programming and development.
“We invested in AwesomenessTV because of its ability to be everywhere and everything for a specific audience, and that’s exactly what it will bring to millennial moms with Awestruck,” said Neeraj Khemlani, co-president of Hearst Entertainment and Syndication.