AOL is continuing its drive to become an online video power, announcing today that it had signed a digital content partnership with supermodel Heidi Klum and Full Picture Entertainment.
The deal will bring exclusive original programming to the site, focusing on fashion, beauty, parenting, arts and crafts, relationships and lifestyle. Full Picture Entertainment is the production vehicle behind Klum's Project Runway.
AOL has, in the past year, seen its video views increase three-fold, AOL Media and Studios President David Eun said during an NATPE Q&A in Miami this week. He said AOL closed 20 programming deals over the past summer alone.
The company also acquired 5min Media and StudioNow last year as it redefined its online video focus.
The deal with Klum is in line with AOL's desire to be more appealing to women, said AOL CEO Tim Armstrong.
Klum, who's Project Runway has received a half dozen Emmy nominations over the years, is an interesting addition, one that Klum says is a good fit.
"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," she said. "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."
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