Millennials aren’t as young as they used to be. AwesomenessTV announced on Thursday it’s expanding its demographic reach with the launch of Awestruck, a new network and lifestyle brand targeting millennial moms.
Awestruck will debut later this year with original content streaming on YouTube, Facebook video and Verizon Wireless’ upcoming video service.
“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, in a statement. “We recognized a similar opportunity when we launched AwesomenessTV as teen viewing habits were dramatically shifting to online video. Awestruck will engage millennial moms as their viewing behaviors make a similar shift.”
Awestruck will feature a mix of female-centric scripted and unscripted programming, from comedy and drama series to docu-reality and talk shows that showcase a mix of digital stars and celebrities.
Big Frame co-founder and chief creative offer Sarah Penna (pictured) will served as head of the Awestruck multi-channel network and focus on identifying talent and new creators. Zadi Diaz, who previously served as executive producer of YouTube Nation, will serve as VP of programming and development and helm all original content.
In December, Hearst Corporation bought a 25% stake in AwesomessTV from its parent company DreamWorks Animation for $81.25 million.
“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, Hearst Entertainment and Syndication. “At Hearst, we have a history of creating content for women and parents, and we’re thrilled to watch Awestruck continue that tradition in the digital video space.”