NBCUniversal has named Amy Friedman as senior vice president, programming and development, for Sprout, its 24-hour preschool network.

In her new role, Friedman will create and execute the network’s content strategy and will develop preschool franchises.

“Amy is extensively qualified to lead Sprout’s programming as we deliver on our promise to create and acquire great content that is unique to preschool television,” says Frances Berwick, president, lifestyle networks, NBCUniversial. “Her track record speaks volumes–she has launched both successful series and the networks that aired them–and her sensibility and smarts make her a perfect fit for this role.”

Friedman joins Sprout from Scratch, Viacom’s creative “SWAT” team, and was formerly president of Redhead Consulting, a brand creation and content development company. She’s also held senior management positions at Nickelodeon across its various networks.