Nickelodeon today announced NickMom, a multi-platform destination that will include a two-hour programming block on Nick. Jr. television. The new brand will make its first public appearance Monday, Nov. 14, as a multimedia blog on Nickelodeon’s before evolving into a lighthearted “mom-focused” site complete with editorial, photos, videos, gaming and community.

The broadcast TV block will follow sometime in the fourth quarter of 2012. NickMom on Nick Jr. will be a two-hour mix of original humorous long- and short-form features expected to include talk shows, stand-up and sketch comedy, hidden camera, game shows and more that will air nightly starting at 9 p.m. ET and then replay immediately afterwards.

At its core, NickMom will be a destination for the “relatable, ridiculous and irreverent” humor that moms say they like most, according to Nickelodeon, even though it’s unclear where that leaves dads. Development deals for over 30 projects are in place with the likes of: Eyeworks USA (The Biggest Loser); Mad Cow (Madeleine Smithberg, co-creator, former executive producer of The Daily Show); actress and author Annabelle Gurwitch (You Say Tomato, I Say Shut Up; Fired!; Dinner & a Movie); and Emmy award-winning Hugh Fink (head writer, The Late Late Show with Craig Ferguson; and writer, Saturday Night Live).

“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, a division of Viacom. “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.”

General Mills and Reckitt Benckiser have signed up as charter sponsors. Nick Jr. currently delivers Dora the Explorer, Bubble Guppies, Go, Diego, Go!, Yo Gabba Gabba (pictured), Max and Ruby, Team Umi Zoomi and other programs to 73 million households via cable, digital cable and satellite TV, with supporting educational entertainment content on the website.

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