New Nick at Nite/NickMom comedy Instant Mom pulled in big numbers in its Sunday night premiere. The series, starring and produced by Tia Mowry-Hardrict, brought in 1.3 million total viewers in its September 29th 8:30 PM slot on a competitive night of broadcast network premieres against CBS’s Amazing Race, ABC’s One Upon A Time and NBC’s Sunday Night Football. In Adults 18-49, Instant Mom raised viewing levels up 12% over last year and up 18% in K6-11. Additionally, Instant Mom’s launch on NickMom that same night at 10 PM was the block’s highest-rated premiere ever with women 18-49 and total viewers. Mowry-Hardrict stars as Stephanie, a party girl who trades in Cosmos for carpools when she marries Charlie (Michael Boatman), who already has three kids. Sheryl Lee Ralph also stars as Stephanie’s mom. Instant Mom is executive-produced by Howard Michael Gould and Aaron Kaplan.
EXCLUSIVE: New Nick at Nite/NickMom comedy series Instant Mom will premiere September 29 at 8:30 PM on Nick at Nite. Additionally, the family comedy starring Tia Mowry-Hardrict is getting a vote of confidence by the network with an order for seven additional episodes ahead of the premiere. That brings Instant Mom‘s freshman season to 20 episodes. Instant Mom, executive produced by showrunner Howard Gould and Aaron Kaplan, was originally developed for Nick at Nite. At the time of the pilot’s pickup to series, it was announced that the comedy will have its premiere airings on new block NickMom and then repeat on Nick at Nite. Instant Mom will now debut on Nick at Nite and air on NickMom later the same night.
Ray Richmond contributes to Deadline’s TCA coverage.
The producers and cast of NickMom‘s Instant Mom — the first original scripted comedy series for the nighttime mother-centric programming block of the Nick Jr. network — emphasized this morning at TCA that the sitcom is a rarity for television these days. One reason is that it features a predominantly African-American cast. The other is that it’s shot in front of a live audience, which star Tia Mowry-Hardrict believes gives it a different vibe. “There’s a different pace to having a live audience,” she said. “It really changes the show,” agreed castmate Michael Boatman. “You rehearse all week. You sort of laugh internally. The producers laugh. You hear the beats. But it’s just not the same.” What you lose with a laughtrack, Boatman finds, is the chuckling at unpredictable moments. “The responses you get from a live audience provide a different type of typography for a show. It’s too bad that it’s such a rare thing these days, because it definitely brings a livelier energy as well as drawing the viewer in in a little more organic way.” Exec producer Howard Gould added that, as a writer, the live audience keeps him honest. “In the writers room on rewrite nights, when you know you’re going to have a live audience in place,” he says, “if it’s not funny …
TCA: NickMom’s Development Slate Includes Whoopi Goldberg Project; Greenlights Season 2 Of Docu-Comedy ‘Take Me To Your Mother’
Ray Richmond contributes to Deadline’s TCA coverage.
NickMom is busy. Nickelodeon’s nighttime (10 PM-2 AM) comedy block aimed at mothers on its Nick Jr. channel announced four projects in development this morning at TCA, including Lounge, a talk/variety series exec produced by Whoopi Goldberg. NickMom has also greenlit a second season of its docu-comedy Take Me To Your Mother and this fall premieres its first scripted comedy, Instant Mom, starring Tia Mowry-Hardrict. Descriptions of the four new projects:
– Lounge, a talk/variety series exec produced by Goldberg featuring conversations between real, everyday moms who are given an opportunity to get pampered and have their dreams fulfilled.
– Country Mom, City Mom, from executive producers Relativity Real, a docu-comedy that follows mom Tanya McQueen as she splits time between raising her two teenage boys in small-town Texas and living in LA with her second husband and his kids.
Nick at Nite comedy pilot Instant Mom (working title) has been picked up to series with a 13-episode order. But in a twist, the multi-camera comedy starring Tia Mowry-Hardrict will have its premiere airings on NickMom, marking the first scripted series for the primetime TV block. It will then repeat on Nick at Nite. Instant Mom was created by Warren Bell and Jessica Butler. Bell will not be involved with the series, with Howard Gould (The Jeff Foxworthy Show) coming on board as executive producer/showrunner. Instant Mom hails from executive producer Aaron Kaplan. It marks Kaplan’s second Nick pilot, along with Wendell & Vinnie, both of whom have gone to series. (Both are directed by John Fortenberry.)
EXCLUSIVE: NickMom, Nickelodeon’s new primetime ad-supported comedy block on Nick Jr. for moms, will premiere on Oct. 1. In preparation for the launch, the companion Web site NickMom.com on Aug. 15 will expand into a fully fledged comedy and entertainment site with more short-form video, photos, editorial pieces and now games.
NickMom has locked in four original series for the launch: interview/hidden camera/sketch comedy hybrid Parental Discretion With Stefanie Wilder-Taylor, docu-comedy MFF: Mom Friends Forever, stand-up comedy NickMom Night Out, and What Was Carol Brady Thinking. Additionally, NickMom has picked up another new series, My 63 Moms. The docu-comedy series, originally targeted for the web site, will migrate to TV with a 13-episode order. It stars comedian and new mom Andrea Rosen, who visits other families to hear their stories and insights as she struggles to determine what’s right for her and her child. My 63 Moms, exec produced by Rosen as well as Linda Shaffer and Barbara Kanowitz of Hot Air Prods., will be added to the NickMom primetime block Q1 2013. “NickMom is a unique TV and digital destination that gives moms permission to wind down from the day and laugh out loud at the shared experiences of motherhood,” said NickMom’s SVP Bronwen O’Keefe.
Here are descriptions of NickMom’s four launch series:
Nickelodeon has announced a new series pick-up and its development slate for NickMom, the upcoming nightly primetime, advertiser-supported programming block on Nick Jr. and a companion Web site. The block, which will launch in 4Q, will feature a mix of original long- and short-form programming, including talk shows, stand-up and sketch comedy, hidden camera and more. The network has picked up 26 episodes of the stand-up comedy series NickMom Night Out. and also announced that it has more than 50 projects in development spanning TV and digital, including shows from stand-up comedian and actress Caroline Rhea; actor/author Annabelle Gurwitch; and Madeleine Smithberg of Mad Cow Productions (The Daily Show with Jon Stewart). Here are the details:
Like its more established sibling Nickelodeon, which switches to the adult-themed Nick at Nite in primetime, Nick Jr. too will launch a primetime programming block targeting adults. Named NickMom, the ad-supported nightly block on the preschooler-focused Nick Jr. will feature a mix of original long- and short-form humor-based programming, including talk shows, docu-series, stand-up and sketch comedy, hidden camera and game shows. The TV block will air nightly from 9 PM to 1 AM (ET) with two-hours of original content and a replay immediately following. It will launch in 4Q12. The companion NickMom web site will debut this coming Monday as a blog on Nickelodeon’s ParentsConnect.com. “Today’s moms who grew up with Nickelodeon have a renewed relationship with us through their kids, and now we have something for them as adults in NickMom.” said Nickelodeon Networks president Cyma Zarghami. There are 30 projects already in the works for the new block from such auspices as Eyeworks USA (The Biggest Loser); Mad Cow (Madeleine Smithberg, co-creator of The Daily Show); actress and author Annabelle Gurwitch (You Say Tomate); and Hugh Fink (head writer, The Late Late Show with Craig Ferguson). Right now, Nick Jr., which will remain a commercial-free network for preschoolers outside of primetime, airs kids animated series at night.