US-based baby-focused TV channel BabyFirst has appointed veteran TV exec Paul Frank as its EVP of series development in its drive to launch new prime time programming for moms and parents in 2013.

Based at the channel’s L.A. headquarters and reporting to BabyFirst CEO Guy Oranim, Frank will be tasked with leading the channel’s foray into prime time by working with US and international producers to create original series targeting parents.

Frank joins BabyFirst from his most recent role as head of television and executive producer for music, television and film prodco Prospect Park. Prior to his tenure at Prospect Park, Frank led the TV department at Hollywood-based talent management company The Firm where he oversaw prime time and mini-series production.

The appointment comes as BabyFirst continues to expand its global reach, further expanding into Asia after a deal with KBS Korea in July. The channel is currently available to more than 50 million households in 35 countries.