• by Gavin O'Malley  @mp_gavin, January 12, 2011

AOL and Endemol USA on Wednesday announced a production agreement to co-develop and co-produce new Web programming. Initially targeting female audiences, the partners aim to produce unscripted digital video content, which exploits the Web's real-time, interactive and increasingly social nature.

According to David Eun, president of AOL Media & Studios, the deal is about adding new content to the mix by any means necessary. "Endemol is the latest in a string of partnerships that serve both the AOL consumers and our advertising partners," Eun said.

The first "built-if-sold" series to be produced under the new agreement is "Re-Dressed By America" -- an interactive Web series where online users make over subjects facing a life-changing event, whether it be a high school reunion, a first date, or a sex change. The series will be featured on Stylelist.com and MyDaily.com.

Another series ready to go into production is "Mamá's Recipe," in which families compete for the best family recipes, and share their secrets with the AOL audience. The series will be featured on KitchenDaily and AOL Latino.

Per the partnership, AOL also plans to promote each Web series throughout the AOL Network focusing on the sites and destinations relevant for each series' demographic. Every series produced through this partnership will include features such as user voting, supplemental video clips, and supporting blog content to create.

Endemol USA is known for producing such work as "Extreme Makeover: Home Edition," "Big Brother," "Wipeout" and "Jerseylicious" as well as the hit Web series "Married On MySpace 1 & 2" and "Coupon Mom."

Continuing to formulate its content strategy, AOL recently appointed Amber Lawson to the newly created position of Head of Video Programming. With a special focus on the company's consumer audience, Lawson is now responsible for procuring, programming and promoting all of AOL's original video content.

Closely aligning video with its overall content push, AOL has aggressively sought to establish itself in the space over the past year. Between July and November, AOL video streams increased from 192 million to 566 million -- an increase of 195%, according to comScore.

In particular, "You've Got..." -- the video series that launched on the new AOL.com in November -- generated nearly eight million views in its first month. Appearances by President Obama, Matt Damon, and Kelly Ripa helped the show's cause. In the second half of 2010, AOL has closed deals with more than 20 premium content partners and digital studios to deliver a mix of programming. To continue its momentum, AOL announced several new video franchises, including partnerships with Vuguru, Ben Silverman's Electus, Telepictures Productions, and the Ellen DeGeneres Show Web site.

Other video franchises across AOL properties include AOL Sessions; The Engadget Show; Translogic on AOL Autos; a number of shows on Cambio.com -- Cambio Connect, Cambio Style, and Cambio Goes Home; and The Secret Millionaire's Club on AOL Kids.