Veteran Nickelodeon executive Amy Friedman has been named SVP Programming and Development for Sprout. She will oversee all content, including current programming and development of new original animated and live-action series, for NBCUniversal’s 24-hour preschool network, reporting to Frances Berwick, President of Lifestyle Networks, NBCUniversal. Friedman, who starts on April 1, replaces Andrew Beecham, who left the company at the beginning of the year after a 10-year tenure.

“Amy’s 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,” said Berwick.

Sprout logoMost recently, Friedman served as Senior Advisor for Scratch, Viacom’s creative S.W.A.T. team, and was President of Redhead Consulting. Before that, Friedman held senior management positions across all of the Nickelodeon networks including Nick, Noggin and TeenNick. She served as SVP Original Programming/Creative Director for Noggin and TeenNick. She was the founding Creative Director/Executive Producer of Nickelodeon’s Creative Lab, the network’s experimental short form department and began her career on the network’s Double Dare in 1987.