New SVP of Programming & Development for Sprout

NEW YORK: NBCUniversal’s 24-hour preschool network Sprout has appointed kids’ media veteran Amy Friedman, who previously worked at Viacom, as the senior VP of programming and development, effective today.

Friedman will serve as a key member of Sprout’s executive team, contributing to the strategic direction of the brand and business. In her new role, she will create and carry out the network’s overall content strategy, as well as develop preschool franchises, leading developmental efforts for Sprout original series and generating a slate of animated and live-action projects. Her remit will also include managing the production of Sprout’s current series, and she will have oversight of Sunny Side Up, a live daily morning show for preschoolers and their families.

Most recently, Friedman served as senior advisor for Scratch, Viacom’s creative S.W.A.T. team, and was also president of Redhead Consulting, a brand creation and content-development company across all media. Friedman has held senior management positions across all of the Nickelodeon networks, including Nick, Noggin and TeenNick. She was the founding creative director and executive producer of Nickelodeon’s Creative Lab, the network’s experimental short-form department.

“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,” said Frances Berwick, the president of lifestyle networks at NBCUniversal. “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.”