The cable TV network Nickelodeon has plans for new, late night programming targeted at moms. After months of research, the network has concluded that an untapped audience of busy moms are watching television between the hours of 9 p.m. and 1 a.m.

The mom segment of the population, being both breadwinners and spenders in their families, has long been sought after by retailers and advertisers. But, for decades, this demographic has been targeted during the day. Now, Nickelodeon is developing its ‘NickMom’ night-time line-up to capitalize on what little time mom’s can carve out to sit down and take a break.

According to network president Cyma Zarghami, its programming will be by moms, about moms and for moms. “If you’re the mother of a 2-year-old or a 17-year-old, you belong to an instant community. We thought we could tap into that,” she said.

“We don’t want just to show cute babies in diapers, but rather capture those truly funny moments of motherhood,” said Zarghami.

The new line-up may include a “Real Mom” reality show, along the lines of the well known “Real Housewives” franchise, and a show called “Double Mom” in which a comedian takes a mother’s place for a day.

Other possibilities being discussed include airing old episodes of shows like “The Brady Bunch” with pop-up bubbles showing what TV moms are really thinking, to appeal to the sense of humor that mothers share.

While television programming is still being developed and won’t air until next fall, Nickelodeon is launching a website next week where mom’s can interact.

[Wall Street Journal]