MSL Expands Digital Video Partnerships

As part of its strategy to expand its content business to better produce and offer its valuable how-to information across a variety of platforms, Martha Stewart Living Omnimedia Inc. today announced several new relationships that will put its content in easier reach of consumers.

Beginning today, full episodes of MSLO’s popular content will be available for the first time online on Hulu and Hulu Plus. Other MSLO short-form video content will be distributed to an audience of 52.9 million viewers via The AOL On Network, which includes the AOL On video hub, AOL’s owned and operated properties and publisher partners. In addition, MSLO has engaged Fullscreen, Inc. to help optimize and manage its video content on YouTube and build its audience.

The new agreements reflect MSLO’s larger strategy to redefine its video business by providing content across multiple platforms, especially online. MSLO’s video business encompasses over 15,000 how-to videos featuring such talent as Martha Stewart, Chef Emeril Lagasse and Lucinda Scala Quinn, the star of the Mad Hungry TV series and Executive Editorial Director of Food and Entertaining at MSLO.
An increasing amount of short-form, high-quality video will be accessible via a new video hub on marthastewart.com and other digital platforms. The company recently introduced a new daily video series, Everyday Food with Sarah Carey, a companion to the popular print and tablet magazine Everyday Food; the videos can be found on marthastewart.com and on the Everyday Food channel on YouTube, and consumers can subscribe to receive the free daily video newsletter directly to their inbox. The Everyday Food videos are the first in what is expected to be an expansive library of new, digital original “how-to” video clips from MSLO.

MSLO’s President and Chief Executive Officer Lisa Gersh said: “Viewers are consuming media on an increasing number of screens and that’s why we are tapping our strong competency for producing quality, how-to video content by expanding our presence across multiple platforms. We’re also putting resources into connecting audiences who are hungry for do-it-yourself guidance with our expertise. We want to provide the most relevant, high-quality answers to their questions about a range of lifestyle subjects: from how to cook your Thanksgiving turkey and decorate for the holidays to planting bulbs for your garden and advice on home decor.”

The Martha Stewart Network on Hulu and Hulu Plus will include curated content from the company’s vast video library, launching today with three different programs–From Martha’s Kitchen, Emeril’s Table, and DIY Crafts–with plans to add additional content in October and throughout the year. In addition to shows from the Martha Stewart catalog, viewers will be able to access seasonal content in categories such as Halloween Celebrations, Holiday Celebrations, and Weddings Celebrations.

Under The AOL On Network agreement, MSLO will provide the platform with short-form video segments of archived content. Additional premium content, which will be sold by MSLO’s ad sales team, will be rolled out following the launch. Fullscreen, Inc. will focus on extending the reach and awareness of MSLO programming on YouTube while also working with MSLO to build a Martha Stewart Network on YouTube.


Rowaida said...

Good morning. Andrew, thank you for always giving us amazing news. This sounds wonderful for me and people around the world.
I woke up from a beautiful dream early this morning, I was in an event and when I was leaving I met Martha, I introduced myself and for some reason she new my name :) any way I asked her to give her a ride home and she agreed. Andrew, this is not the first time, I've had many similar dreams, I hope some will come true.
Always looking forward to your posts. Thank you

Pru @ Perfecting Pru said...

Although I notice it is only available to US visitors, and I wonder why when the internet is so accessible to nearly everyone in the world why in expanding they are not allowing people from elsewhere to watch. I'm disappointed.

Anonymous said...

Wish Hulu was available in Canada.


I admire the ambition and the vision behind the move. And they're developing a Martha Stewart YouTube channel for international viewers. But there's something to be said for hard copies. I find digital video so ephemeral: one week it's there, the next it's gone.