American lifestyle guru Martha Stewart is moving into the digital space with Hulu and AOL following the expiration of her deal with Hallmark Channel.
Hulu will carry full episodes from the archive at Martha Stewart Living Omnimedia (MSLO) on its on demand service. New shortform content is being produced for The AOL On Network.
In addition MSLO has partnered with digital media producers Fullscreen Media to manage its video content on YouTube and more shortform content is being made available via the video hub on marthastewart.com.
The move is part of a strategy from MSLO to attract a younger audience to its content, led by CEO Lisa Gersh, who joined the company in 2011.
Gersh said: “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.”
The veteran host isn’t abandoning linear television altogether though – her new 13x30′ series Cooking School will premiere on PBS stations across the US on October 6 and 7.