Martha Stewart Living shares plans for new television series, digital magazine
Home Accents Today Staff -- Home Accents Today, March 4, 2010
Martha Stewart Living Omnimedia announced several new initiatives to reach Stewart’s audience of "women who do." The presentation, held today at the company's New York City headquarters, included a preview of Help Me, Martha!, a new unscripted eight-episode series that will feature Stewart and a new cast of home and lifestyle experts tasked with solving difficult challenges in and around the home, at work or at play.
Producer Mark Burnett, who worked with Stewart on The Martha Stewart Show said the new series was a natural evolution. “It was clear to us that if we were going to go into people's homes and transform their lives that we had to do it with the help of experts who are the best in the business. And the best resource for that kind of talent is definitely Martha Stewart and the members of the MSLO family."
Later this year, the company will launch Boundless Beauty, a digital magazine that will “demonstrate the beauty of everyday living” using imagery that can be distributed on digital tablet devices.
In January, MSLO and Hallmark Channel announced a multi-year partnership to televise original episodes of the The Martha Stewart Show on the Hallmark Channel starting in September of 2010. As part of the agreement, MSLO will also develop a range of new and original series and prime time specials.
"Women are increasingly searching for better ways to live and work while enjoying family and friends. MSLO provides a tremendous amount of sensible and thoughtful solutions and information to those consumers," Stewart said. “We're delighted to offer the creativity that is MSLO's signature to marketers who seek fresh ways to reach our desirable audiences and to connect with them across all of our media platforms."
The company also discussed developments within the healthy living space, where its magazine, Body + Soul:Whole Living and its www.wholeliving.com website have been experiencing increasing strength among consumers. MSLO will emphasize the "whole living" portion of the brand, and publish the magazine under the name Whole Living starting with the June 2010 issue.
To mark Martha Stewart Living magazine's 20th anniversary in December 2010, the company will kick off a year of celebration in the magazine, along with new retail events and special television programming on Hallmark Channel. The multiplatform celebration will look back over the past two decades of American living, and look forward with innovative ideas for the years ahead.
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