AwesomenessTV wants to reach viewers over the age of 18. To this end, it’s announced the upcoming launch of Awestruck, a lifestyle network aimed at millennial moms.
The network will officially launch later in 2015 with content appearing across YouTube, Facebook, and Verizon Wireless’s future video service. Content will span scripted and unscripted formats, from comedies to docu-series to talk shows.
Specific talent on the network has yet to be announced, but it will include both digital and “traditional” celebrities. Co-founder and chief creative officer at Big Frame, Sarah Penna, will head the network and work on filling it with talent. Former executive producer of YouTube network YouTube Nation, Zadi Diaz, will serve as VP of programming and development for Awestruck.
CEO and founder of AwesomenessTV, Brian Robbins, said that the company’s launching the network because millennial moms are “underserved” when it comes to online content. “We recognized a similar opportunity when we launched AwesomenessTV as teen viewing habits were dramatically shifting to online video,” he explained in a statement.
AwesomenessTV isn’t the first to recognize the need for more mom-centric content on YouTube. Founder of parenting website Netmums, Siobhan Freegard, launched a UK-based MCN for young moms, called Channel Mum, earlier this year.