Martha Stewart Creates Demand
Comcast and Martha Stewart Launch New Video-On-Demand Initiative Featuring Thematically Organized “How-To” Programming And Seasonal Content…Just in time for Halloween
Beginning this week, Martha Stewart, America’s original lifestyle expert, will be available 24/7 with the launch of Martha Stewart On Demand, a new video-on-demand (VOD) service available to Comcast Digital Cable customers. This new service provides these customers with access to entertaining and informative how-to segments anytime, anywhere. The announcement was made today by Sheraton Kalouria, President, Broadcasting, Martha Stewart Living Omnimedia, and Matt Strauss, Senior Vice President, New Media, Comcast.
At any given time, viewers will be able to select from 10 hours of step-by-step instruction including, at launch, Halloween-themed programming from the Emmy award-winning programs Martha Stewart Living and The Martha Stewart Show, as well as Petkeeping With Marc Morrone and the popular Everyday Food television series. Programming focusing on the holiday season including Thanksgiving and Christmas will be available beginning November. The programming, available in the Life & Home section of Comcast’s signature ON DEMAND service, will change each month.
“We are delighted to be teaming up with Comcast to offer inspiration and instruction through this incredible technology,” Ms. Stewart said. “Our creative and beautifully produced content will be presented with clarity and brevity for video-on-demand, and is geared toward users who want to make their lives and homes more beautiful, more comfortable, and more functional.”
“We are truly excited about this new media opportunity which marks the Broadcasting division’s first video-on-demand initiative,” Kalouria said. “Joining forces with the country’s leading communications provider is a natural extension of our business, allowing us to stay in front of consumers 24/7 with a channel that is uniquely Martha Stewart. Our extensive video library, combined with our original programming for this platform, will allow us to keep the channel’s content fresh, relevant and useful and will entice viewers to come back regularly for more.”
Strauss added: “We’re focused on working with top-tier, recognizable brands to develop sought-after VOD programming, and we’re thrilled that Martha Stewart is joining our ON DEMAND lineup. Our customers appreciate the value and convenience this channel offers, and now they’ll be able to look to Martha’s expertise to get more from their day-to-day lives.”
Programming will be seasonally appropriate and refreshed each month, providing holiday recipes, decorating and entertaining ideas as well as inspiring ideas for special events such as weddings and birthdays. MSLO also will use the Martha Stewart ON DEMAND platform to introduce Martha Stewart lifestyle programming to Spanish speaking viewers with a section devoted to a Spanish dubbed version of segments from “Martha Stewart Living.”
Martha Stewart On Demand categories will mirror many of those available now through the company’s website, www.marthastewart.com, including Food, Home & Decorating, Crafts, Gardening, Weddings and Kids. Additional categories include a rotating Seasonal or Holiday category (“Halloween Ideas” will be available at launch), Pets, Exclusives (a home for original programming) and en Espańol. Collectively, there will be approximately 100 different segments available at launch for viewing on demand.
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