Martha Stewart Living Omnimedia has knit partnerships with Hulu and AOL to transition the "domestic diva" from TV and some online content to a heavy dose of archived digital videos and newer short-form segments.
The deals come after The Martha Stewart Show ended its daytime TV run in May, although Stewart will maintain a TV presence on PBS's "Cooking School," which debuts in October.
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Hulu and Hulu Plus will stream new and old clips featuring Stewart, chef Emeril Lagasse and Mad Hungry star Lucinda Scala Quinn. For now, the Martha Stewart Living Hulu page has full episodes for three programs, with more slated to be added this year: DIY Crafts, Emeril's Table and Martha's Kitchen.
The AOL On Network also will distribute short Martha Stewart Living videos to its 52.9 million viewers.
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"Viewers are consuming media on an increasing number of screens and that's why we are tapping our strong competency for producing quality, how-to video content by expanding our presence across multiple platforms," MSLO's president and chief executive officer Lisa Gersh said in a statement.
Fans will still be able to find videos -- such as new daily video series "Everyday Food with Sarah Carey" -- on MarthaStewart.com, YouTube and mobile. MSLO has tapped Fullscreen to manage the content on YouTube.
Stewart previously told Mashable she's sustained her career and business "by innovation and by doing things very, very well" to "satisfy consumers."
"I love using the technology," she said.
What's left to be seen whether the shift to more digital videos will help MSLO, which has reported yearly losses eight times in the past nine years and faces growing competition from how-to content creators across the web, according to Adage.
What do you think -- will the new online approach keep fans on board and attract new ones?
This story originally published on Mashable here.