Press Room

By Susan Belfer

What woman doesn’t want to have it all? A fabulous career, a healthy, beautiful child, an incredibly happy marriage, a closet packed with Manolos, Prada, and the latest Karl Lagerfeld masterpiece—the total package. The compulsion for parents to do it all can ultimately become their demise. Don’t despair moms (and dads, too) the solution to being a super parents is just a TV channel away. Introducing Alpha Mom, a new network offered by Comcast OnDemand that will change the way you parent. Vicky Germaise and Isalbel Kallman, the creators of Alpha Mom, talk to M.A.R mag about their version of reality TV. Prepare to have it all.

Q: What is the essence of Alpha Mom?

A: Alpha mom is the leader of her pack, a maven of mommyhood. She is resourceful and tireless in her search for the best for her family and friends. She is the go-to mom for up-to-the minute intelligence on breaking trends and innovations.

Q: What is the origin of Alpha Mom TV?

A: We were going to develop a television show for mothers about parenting when we realized there was really no television channel where it could be a sure-fire hit. There are a number of women—oriented channels on cable TV, but there’s no regularly scheduled TV for parents. Our concern was that if we created a TV program it would get lost among the myriad of other programming for women, rather than find a home for the targeted and focused niche we want to reach. So, we decided to create our own TV Channel and decided that the Video-On-Demand (VOD) format would be perfect technology. On VOD, a mom can watch our programming on demand at any time, which is perfect for her hectic schedule.

Q: What topics does your programming cover?

A: Our goal is to provide up-to-the-minute forum on parenting in the 21 st century. We will be addressing a diverse range of issues from infant CPR, breastfeeding tips, labor coaching and toilet training. We will also talk about more en vogue topics, including how to fashionably wear a baby sling, how to lose your baby weight and how to pamper yourself at home. Also, much of our programming will stress interactivity between Alpha Mom and her child. We will be televising the best mommy and baby classes around the country to bring these bonding intellectually stimulating experiences dedicated to providing information to parents of special needs children and discussing super-sensitive teen issues. A signature program called New Product Review will involve a round table of moms discussing and reviewing pertinent products, such as strollers, car seats, and high chairs.

Q: Is Alpha Mom TV just for us moms or can our friends, caregivers and partners play, too?

A: Our programming will appeal to everyone from caregivers to grandparents. We’ve even created segments dedicated to dads, pregnant women and those planning on conception or adoption.

Q: Other than Comcast OnDemand access, how do I get the latest news and information?

A: The Alpha Mom website will be organized so that moms can access additional information on the broadcasted programming. A prominent feature of our website will be a section dedicated to listing contact information of government and private organizations that can be helpful.

Q: When can we expect to look for Alpha Mom on Comcast OnDemand?

A: We expect to be on air in early 2005, not only on Comcast, but nationally distributed through a broad network of cable operators.

By: Becky Ebenkamp

Alpha mom, a 24-hour video-on-demand network set to arrive in April has lined up partnerships with Lowes Cineplex Entertainment and Macy’s West to help tout the first network for “hip moms.”

The cable channel will be ad supported, but ads will not interrupt programming. Fifteen-minute shows will feature sponsor logos, bumpers, interstitials and brand integration. The channel is expected to reach at least 10 million homes via Comcast and others.

“Its an enormous achievement to launch a channel, and we realize half our job is to bring eyeballs to it,” said co-founder Vicky Germaise, ex-svp marketing at Atlantic Records.

Lowes will spotlight Alpha Mom at its “Reel Moms” weekly film series, where moms don’t have to worry that their babies’ will annoy fellow moviegoers. Prior to screening, 25 theatres will host Alpha Mom lectures and seminars with network personalities.

“New moms are a tough group to aggregate in the top markets, plus women who go to [Web] boards and talk about it,” said Lowes marketing vp John McCauley.

At Macy’s, Alpha Mom events will aim to draw shoppers and dole out practical info. Store may conduct anything from a baby yoga to a stroller repair seminar, said Patrick Smith, director-special events for Macy’s West, which has no stores.

Licensing will stress Alpha Mom’s “Not your mother’s baby mobile” positioning. CD’s by Razor & Tie will feature soothing lullaby versions of “Stairway to Heaven”, “Rock Lobster”, and “Smells like Teen Spirit.” Two CDs will drop in the spring; R&T DVDs will be culled from original channel content.