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Friedman to oversee kids at Warner Bros

Former Nickelodeon and Universal Kids executive Amy Friedman has been appointed to a newly created role overseeing kids’ and family programming at Warner Bros.

Amy Friedman

Friedman, who joined WarnerMedia as a senior advisor after Cartoon Network chief content officer Rob Sorcher left the WarnerMedia subsidiary earlier this year, has been named head of kids’ and family programming at Warner Bros.

Reporting to Tom Ascheim, president of global kids, young adults and classics at Warner Bros, Friedman will work across content for Cartoon Network and Boomerang and will develop and produce kids’ and family content for streamer HBO Max.

Ascheim and Friedman previously worked together during their long stints at Nickelodeon in the 1990s and 2000s.

Having had programming and creative responsibility for Cartoon Network in her senior advisor role, Friedman will now add content portfolio plans to her duties.

This includes strategy for new and current series, acquisitions and coproductions globally across the WarnerMedia portfolio of kids’ brands. Friedman will work in close collaboration with animation studios Warner Bros Animation and Cartoon Network Studios.

Her executive content team is led by Vishnu Athreya, who oversees programme planning and current series, and Adina Pitt, who has a newly expanded role leading content acquisitions, partnerships and coproductions for the Americas. Both will report to Friedman, who will also be building a small creative team across LA and New York.

Prior to joining Warner Bros, Friedman served in senior creative management roles at brands including Nickelodeon, Noggin, TeenNick, Sprout and Universal Kids.

Friedman is the founder and president of Redhead Consulting, a brand creation and content development company focused on kids, teens and families.

Sundance Feniger

“In today’s immensely cluttered entertainment space, Amy’s commitment to deeply original, inclusive programming will grow our preschool, kids’ and family offering across our portfolio of brands,” said Ascheim.

Friedman added: “To be part of WarnerMedia’s next chapter of growth and to connect with families through content with heart, comedy and originality is a dream.”

In related news, Sundance Feniger has been promoted to head of digital enterprises at Warner Bros’ global kids, young adults and classics division.

Formerly VP and general manager of Boomerang, Feniger will lead the group’s overall vision, operations and development of its branded digital offerings in the expanded role. He is based in Atlanta and will report to Ascheim.

“Sundance has had great success in growing Boomerang’s streaming service since its launch. His proven track record of driving growth and engagement in a range of direct-to-consumer product offerings will be essential as we tap into our larger digital enterprises banner,” said Ascheim.

Before joining Boomerang, Feniger served as senior director of product strategy and development at Nickelodeon, where he managed premium product for Viacom’s first mobile subscription VoD service, Noggin.

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