The Wrap: Pop TV and ‘Scary Mommy’ Partnership Debuts With ‘Parks and Rec’ Star Jim O’Heir’s Singing Competition Show

Pop TV is partnering with Scary Mommy, a digital platform voicing the hardships (and joys!) of being a new parent, as the network is set to premiere Season 2 of “Hollywood Darlings” on Wednesday.

The deal kicks off with a three-minute “mini-episode” of Scary Mommy’s new show, “Lullaby League,” being showcased when “Darlings” airs at 8 p.m. on Wednesday. Hosted by Jim O’Heir of “Parks and Recreation” fame, “Lullaby League” pits a capella groups against each other as they attempt to sing crying babies to sleep. The show is like “‘American Idol’ meets ‘Supernanny,'” Micaela Birmingham, head of video at ScaryMommy, told TheWrap, with the winning group getting a contract with a “top record producer.”

It’s a new twist for Scary Mommy, which has built a formidable online presence through in-house video content, articles and memes. Founded in 2008, Scary Mommy has about 5.2 million combined followers on Facebook, Instagram and Twitter, and says it reaches 80 million people each month across all its platforms. Birmingham said the partnership gives its digital advertisers a chance to connect with a more traditional linear audience, and vice versa.

“Lullaby League” will go live on YouTube, Pop TV, and Scary Mommy’s website on Wednesday, April 18. “Hollywood Darlings” premieres the same night at 8 p.m. You can check out the teaser clip for “Lullaby” below:

 

sarah rau