Awesomeness TV takes aim at Millennial moms

DetailsMichelle Clancy | 25 April 2015

AwesomenessTV, the Web video company, owned by DreamWorks Animation and minority investor Hearst Corp, plans to launch Awestruck, a new digital brand aimed at "millennial mothers."

awesomnewssAccording to the Wall Street Journal, it will produce original short-form video for YouTube, Facebook and Verizon Wireless' upcoming video service. It will include comedy, mom-oriented talk shows, celebrity-driven series and scripted dramas, including possibly a younger-skewing soap opera.

Brian Robbins, Awesomeness CEO, told the WSJ that he believes there is still a lack of content on non-traditional media platforms that interests young moms who are not watching traditional TV.

Young moms are an under-tapped audience for marketers too, Robbins said, and noted that there will be branded content video integration opportunities available.

AwesomenessTV aims squarely at tweens and teens. Awestruck will aim for a slightly older crowd, the "smartphone-wielding moms" in their late 20s and early 30s who exhibit a non-traditional media pattern.