As part of an ongoing effort to revitalize its brand and expand its content, AOL is adding a new partner to the mix.
The internet company and Endemol USA are pairing up to co-develop and co-produce web programming aimed primarily at women.
Endemol is best known for producing reality shows such as "Extreme Makeover" and "Big Brother." The partnership will focus on creating unscripted digital video content, the two companies said Wednesday. On the docket are a cooking show called "Mamá’s Recipe” and a make over show "Re-Dressed By America."
AOL has previously paired with Michael Eisner's Vuguru and the Jonas Brothers to roll out web programming.
“Endemol is a premiere producer of unscripted programming and their expertise in creating unique, interactive, popular shows, combined with AOL’s growing video audience will take digital production to the next level,” said David Eun, president of AOL Media & Studios, said in a statrment “Endemol is the latest in a string of partnerships that serve both the AOL consumers and our advertising partners.”
According to a release touting the partnership “Re-Dressed By America" will be an interactive web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, and accessories. The series will be featured on Stylelist.com and MyDaily.com.
On “Mamá’s Recipe," families will compete for the best family recipes and share their secrets with the AOL audience. The series will be featured on KitchenDaily (http://www.kitchendaily.com) and AOL Latino (http://latino.aol.com/).