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AOL Seals Deal With Heidi Klum, ‘Project Runway’ Producers

Portal and Full Picture Entertainment announce digital content pact

Calling her a “multi-hyphenate superstar,” AOL announced on Wednesday a partnership with Heidi Klum and Full Picture Entertainment — the producers of “Project Runway” — to create digital content “focusing on fashion, beauty, parenting, arts and crafts, relationships and lifestyle.”

That includes video “inspiring articles, addictive blogs [and] instructional photo galleries,” AOL said.

"Our objective in 2011 is to make AOL the first choice online destination for women," AOL chief Tim Armstrong said while making the announcement. "[The partnership with 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.”

More from the release:

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.

AOL has been busy with a flurry of content partnerships of late — the most recent of which was an original content deal with Endemol, the producers behind "Extreme Makeover," to to co-develop and co-produce web programming aimed primarily at women.

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