Childrens broadcaster BabyFirst is to launch original primetime programming for adults and has poached Prospect Park producer Paul Frank to lead this development.
The channel, which is focused on babies and is available in 35 countries, will launch an original adult programming block in 2013 and is working with US and international producers to develop series.
Frank joins the company as executive vice president, series development and will report to chief executive Guy Oranim. He was previously head of television at Prospect Park, the production company set up by former Disney exec Rich Frank and The Firm’s Jeff Kwatinetz that produces series including USA Networks’ Royal Pains and FX’s Elijah Wood-fronted comedy Wilfred.
“BabyFirst has built an impressive audience during the morning, daytime, afternoon and early evening hours and we believe the time is right to build a new and vibrant prime time and late night destination for our parent viewers. Paul brings to his new position an extensive track record of success in constructing successful prime time strategies and we look forward to working with him to develop our post-8:00PM block into an exciting entertainment alternative specifically for parents,” said Oranim.