AOL, Heidi Klum in digital content partnership

MUMBAI: Heidi Klum and AOL have 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
Klum said, "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!. 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!"

AOL chairman and CEO Tim Armstrong said, “Our objective in 2011 is to make AOL the first choice online destination for women. 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.

This 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.

AOL says that in the second half of last year it closed deals with more than 20 content partners and digital studios to deliver a mix of programming to its audiences.

Video franchises across AOL‘s owned and operated properties include, AOL Sessions; The Engadget Show; Translogic on AOL Autos; a number of shows on - Cambio Connect, Cambio Style, Cambio Goes Home and Cambio Cares; and The Secret Millionaire‘s Club on AOL Kids.

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