Dooce.com blogger tasked with creating innovative “convergence programming”
"Mommy blogger" Heather Armstrong of dooce.com has signed an exclusive programming development deal with cable network HGTV.
She will work with HGTV's online and on-air production teams to create what the network called "innovative convergence programming."
HGTV president Jim Samples said in a statement, "Not only is [Heather] one of the world's best known bloggers and parenting writers, with a unique and hilarious voice, she's also a talented designer and photographer. She's clearly a great fit for us and our audience."
While continuing her blog, Armstrong will work on HGTV's social media-driven audience engagement initiatives.
“I am thrilled to be partnering with HGTV in the upcoming year and have been a huge fan of the network for many years,” Armstrong said in a statement. “In fact, I spent the first three months of my second child's life watching every episode of Curb Appeal and Designed to Sell, and now if called upon I could stage a house within an inch of its life. I've been looking to grow my business beyond its online presence, and having been approached by other media brands before, I can confidently say that that there is no better partner than HGTV to help me take this step.”
The network plans to unveil the details of Heather Armstrong's HGTV platform this spring.