Amy Friedman Named Head of Programming at NBCUniversal Kids Channel Sprout

amy friedman  - S 2016
Courtesy of Sprout

The news comes on the heels of Frances Berwick adding oversight of the channel to her duties.

Sprout, NBCUniversal's 24-hour preschool network, has tapped Amy Friedman as senior vp programming and development.

In this role, Friedman will create and execute the network's overall content strategy and develop preschool franchises that will support both the brand and its business objectives.

Friedman joins Sprout on Friday; the announcement of her hire was made today by Frances Berwick, president of lifestyle networks at NBCUniversal, who added oversight of Sprout to her duties in February.

"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 Berwick. "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."

In her new role, Friedman will be responsible for the articulation of a programming vision as well as the leadership of all developmental efforts for Sprout Original Series, creating a slate of animated and live-action projects. She also will manage the production of the network's current series, including storytelling and creative, and will have oversight of the live daily morning show Sunny Side Up.

Friedman also will serve as a key member of Sprout’s executive team, contributing to the strategic direction of the brand and business. She replaces Andrew Beecham, who departed the network in January.

Most recently, Friedman served as senior adviser for Scratch, Viacom's creative S.W.A.T. team, and was president of Redhead Consulting, a brand creation and content development company across all media. 

She also has held senior management positions at Nickelodeon networks including Nick, Noggin and TeenNick.