• by Ross Fadner , September 11, 2012

Martha Stewart Living Omnimedia, which has been unprofitable for eight of the last nine years, is turning to Web video to revitalize its fortunes. On Monday, the company announced nonexclusive distribution partnerships with Hulu and the AOL On Network, respectively, in addition to a video content management and optimization deal with Fullscreen, Inc.

The deals mark a distinct strategy shift within MSLO, which in the past had always sought television distribution deals. However, the company's most recent deal with Hallmark TV expired in May 2012 and was not renewed. The shift to digital video is being led by Lisa Gersh, who assumed the role of CEO in July.

“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,” Gersh said.

The deal with Hulu will see the online video giant launch three new MSLO channels: “Martha's Kitchen,” “Emeril's Table,” and “DIY Crafts,” with the option of adding more later in the year. The video hub will also host a curated catalog of archived MSLO video content.

Under the AOL agreement, archived MSLO content will appear on the AOL On Network, AOL’s new video hub, with additional premium content to come following yesterday’s launch.

The deal with Fullscreen will see the video services firm focus on enhancing MSLO’s video monetization while helping the company build a Martha Stewart Network on YouTube.