Alpha Mom network serious about baby talk
By Darla Atlas
There are no movies of the week on the Alpha Mom channel.
The network, which launched on Comcast’s digital On Demand service in May, has little in common with the female-friendly fare on Lifetime or WE: Women’s Entertainment. While those channels are largely about diversion, Alpha Mom is focused on the day-to-day existence of moms or mothers-to-be. Liz Lange designs grab some airtime.
The network says it’s geared for " ‘go-to’ moms who are constantly looking to be ahead of the curve."
Created by New York businesswomen Isabel Kallman and Vicky Germaise, Alpha Mom has a "Manhattan Mom and the City" vibe. But the programming is peppered with other experts, including Dr. Kelly Stille, the Colleyville-based host of The Parent Doctor: Parenting from A to Z. The consistent theme: We’re here to help.
Maternity fashion maven Liz Lange hosts two shows. In an episode of Alpha Mommy Moguls, she interviews three women who started their own baby-based businesses. When talk turns to the pitfalls they’ve encountered — clients not paying, for example — the show gets interesting.
In her other show, Liz Lange Maternity Style, she advises expectant moms on how to avoid too many frills and bows. "You don’t have to look like you’re turning into a baby," she says.
Those of us who have already gone through childbirth probably won’t set TiVos for Realbirth. As the instructor goes through such lessons as proper stances to ease contractions, the couples in her class follow along. But, hey, those in the show’s target demographic, no doubt sitting at home wearing Liz Lange clothing, will be taking notes.
And that’s the point of the channel, which hopes to reach a certain type of mom in a certain phase of mommyhood. When those women wake up for a 2 a.m. feeding and flip through the channels, they might sail past that TV movie in favor of some helpful baby talk.