New York, NY – January, 26, 2011– Multi-hyphenate superstar Heidi Klum and AOL Inc. (NYSE: AOL) today announced a digital content partnership to create exclusive original programming focusing on fashion, beauty, parenting, arts and crafts, relationships and Lifestyle. Klum and Full Picture Entertainment, the producers behind six-time Emmy nominated Project Runway, will create engaging video content, inspiring articles, addictive blogs, instructional photo galleries that will live on AOL.com.
“During my 15 years in the business, I’ve received so many questions on a variety of topics from my favorite toothbrush to juggling family and a busy work schedule..”
“I’m bringing in the experts that have helped me over the years to help inspire you!” said Klum. “Women are looking for content that speaks to every part of their lives. Right now, advice seems so scattered online. I have created a place on AOL that’s really one-stop-shopping: for women as moms, wives, workers, friends and their most creative selves. We’re working hard to make sure you enjoy it a few months from now. Stay tuned!”
“Our objective in 2011 is to make AOL the first choice online destination for women,” said Tim Armstrong, chairman and CEO of AOL. “This announcement with Heidi Klum is another great example of how AOL is committed to building high quality branded content with the best partners in the business, serving both our users and our advertisers.”
Regular content posted to Heidi’s homepage on AOL will revolve around Heidi and the lifestyle experts in her world, a loose framework of ideas and advice that guides Heidi’s everyday life. Heidi and Full Picture Entertainment will produce video content, blogs, slideshows that will focus on everything from fun family activities to insider beauty tips to creating successful relationships at work and home.
Today’s announcement follows a number of recent acquisitions and partnership deals from AOL including the acquisitions of the TechCrunch network of sites, the social software start up Thing Labs, Inc, and 5min Media, the Web’s largest video content syndication platform; as well as the recently announced original content partnership with Endemol.
In the second half of 2010 alone, AOL closed deals with more than 20 premium content partners and digital studios to deliver a mix of high quality programming to AOL’s audiences. Within that mix, AOL has announced several new video franchises not seen anywhere else on the Web. Other video franchises across AOL’s owned and operated properties include You’ve Got, AOL Sessions; The Engadget Show; Translogic on AOL Autos; a number of shows on Cambio.com – Cambio Connect, Cambio Style, Cambio Goes Home, Cambio Cares; and The Secret Millionaire’s Club on AOL Kids.
“You’ve Got…” the video series that debuted with the new AOL.com launch in November, generated nearly 8 million views in its first month alone, and featured a diverse guest list including Kelly Ripa, Barack Obama, Matt Damon, and the Marines in Afghanistan.* AOL Video is ranked #4 in video audience with 48.6M unique visitors.** Overall, video views on the new AOL.com rose more than 3X in its first month.***
Full Picture Entertainment
Full Picture Entertainment combines talent with innovative formats to execute original programming concepts, capitalizing on the company’s extensive expertise, experience, and relationships in entertainment, fashion, and beauty. Full Picture co-created and executive-produces the six-time Emmy-nominated, PGA-nominated, and Peabody Award-winning television series Project Runway and produced Project Runway’s companion series Models of the Runway and The CW’s Stylista as well as Lifetime’s upcoming Seriously Funny Kids.
Full Picture’s award-winning Digital Media Division focuses on creating strategic, seamlessly integrated branded content for global brands such as Procter & Gamble, Kraft, Tylenol and Kellogg’s. Full Picture’s digital content has been recognized with Webby, Communicator, W3, Davey, and Hermes Awards for producing shows including The Victory Project, Mind Body Balance, Home Sweet Home and Style Studio for MSN.
Full Picture is the parent company of Modelinia, a multi-platform media brand which connects women to fashion, beauty and lifestyle through the eyes of the world’s top supermodels. Modelinia features a mix of editorial and sponsored content, displayed on the site and syndicated broadly. The award-winning content integrates a variety of branded partners including Maybelline, JetBlue, Ann Taylor and Nine West.
AOL Inc. (NYSE: AOL) is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL’s business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL’s owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL’s consumer offerings.
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