Amy Friedman has served as the Senior Vice President of programming (SVP) at Sprout as of 2016, replacing Andrew Beecham, who, along with Sandy Wax, left during a reshuffling of executives at NBCUniversal channels. In addition to articulating a programming vision for the network, Friedman led all development efforts for Sprout Original Series and guided the creation of a slate of animated and live-action projects in line with brand, ratings and business goals for Sprout. She also simultaneously managed the production of current series, oversaw Sunny Side Up and contribute to the strategic direction of the brand and business as a key executive team member.
Outside of Sprout, Friedman served as senior advisor for Scratch, Viacom’s creative S.W.A.T. team, was president of brand creation and content development company Redhead Consulting, senior vice president of original programming and creative director for Viacom-owned networks NOGGIN and TeenNick, and founding creative director/executive producer of Creative Lab. A graduate of the university of Pennsylvania, Friedman holds a B.A. in American Civilization and an M.A. in Education and serves on the Board of Advisors for the Children’s Media Association.