DreamWorks Animation-owned online-media company AwesomenessTV will launch Awestruck, a new online-video channel and lifestyle brand, later this year, targeting Millennial women now old enough to be mothers. The online network will air original content on YouTube, Facebook video and Verizon Wireless’ upcoming video service.
“Millennial moms are digitally savvy, globally conscious and defined by more than just motherhood, yet they are surprisingly underserved,” said AwesomenessTV CEO Brian Robbins. “We recognized a similar opportunity when we launched AwesomenessTV as teen viewing habits were dramatically shifting to online video. Awestruck will engage Millennial moms as their viewing behaviors make a similar shift.”
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The company cited a 2014 study of Millennial moms that found them to be heavy users of short-form content, typically found online or on mobile apps, but half as likely to tune into traditional TV.
The new channel will include female-centric scripted and unscripted programming formats, with a mix of digital stars and celebrities.
Sarah Penna, the chief creative officer of AwesomenessTV’s Big Frame unit, will head of the Awestruck multi-channel network. Zadi Diaz, executive producer of now-discontinued daily show YouTube Nation, will be VP Programming and Development.
Hearst Entertainment owns a quarter of AwesomenessTV.
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