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Noggin Targets Tweens with `The N'

Commercial-free digital network Noggin will undergo an April facelift that
will effectively split the network into two dayparts, targeting preschoolers and
tweens, respectively.

Much like Nickelodeon -- which stamps its late-night programming with the
Nick at Nite brand -- Noggin will call its tween-targeted 6 p.m. to 6 a.m. block
'The N.'

The network's expanded 12-hour preschool block, from 6 a.m. to 6 p.m., will
continue to carry the Noggin name, Noggin/The N general manager Tom Ascheim
said.

Both blocks will feature new, original programming, as well as separate Web
sites. And both will stay true to Noggin's educational bent while entertaining
and engaging viewers, Ascheim said.

The move broadens the target audience for the Nickelodeon- and Sesame
Workshop-owned Noggin from two- to 10-year-olds to include the burgeoning nine-
to 14-year-old tween demographic.

Other networks have also set their sights on tweens, including Disney
Channel, ABC Family and Nickelodeon. But none of those outlets provide
real-life, educational-based shows that talk directly to the audience, Ascheim
said.

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.