The NickMom nightly TV block, launching this fall on Nick Jr., will feature a mix of original long- and short-form humor-based programming, including talk shows, stand-up, sketch comedy and hidden camera. The TV and digital programming slate includes original projects such as "NickMom Night Out," a 26-episode stand-up comedy series; and more than 50 new projects in development.

The NickMom blog debuted last November and is being developed as a humor site complete with editorial, photos, videos, gaming and community. The website will be fully integrated to support the TV block's launch in the fourth quarter.

General Mills, Target and Reckitt Benckiser have signed on as charter sponsors for NickMom. The deals include brand integration, content development and sponsorships across both the TV block and the website.

"With the creation of NickMom we are offering a unique comedy and entertainment destination created just for today’s moms," says Jim Perry, head of sales, Nickelodeon Group, Viacom. "Our partners clearly understand the value of moms and recognize our ability to serve moms with relevant entertainment across all platforms."

Bronwen O’Keefe has been named senior vice president, NickMom.  In this newly created position, O’Keefe will spearhead all TV and online content. She will report to Cyma Zarghami, president, Nickelodeon Group.

"O’Keefe has a great track record as a talented executive in our company, and has hit the ground running in building NickMom," says Zarghami. "As a mother of two young daughters herself, she has a clear vision of what NickMom’s creative lens can and should be, and is building a terrific lineup of funny content for its audience." 

A 15-year Nickelodeon veteran, O’Keefe was most recently senior vice president of event and original programming, where she was responsible for overseeing the production of network television events and specials such as Nickelodeon’s Kids Choice Awards and animated and live-action series. 

"As a 6-year veteran of motherhood, I know the importance of celebrating the funny moments of being a mom, and finding that rare and coveted 'me time,'" says O’Keefe. "With NickMom, moms everywhere will have a place to go where they can decompress from their busy days with a dose of laugh out loud comedy."