Pushing further into TV production beyond its namesake brand, Martha Stewart Living Omnimedia has inked a co-development deal with the company behind
“American Idol” and “X Factor,” FremantleMedia Enterprises.
Shows will be produced under an MSLO arm, much as the company has generated series with Emeril Lagasse. MSLO has launched a variety of apps and has a deal to produce shorter-form content with AOL, which is also part of the first-look arrangement. Other MSLO programs appear on Hulu.
MSLO says the agreement carries an aim to “develop a pipeline of lifestyle talent across food, fashion, home, gardening and more that will resonate with global audiences on all media platforms.”
An executive will be named to lead the effort. MSLO already has a deal where FME distributes its shows internationally. Those include the recently launched "Martha Stewart's Cooking School” on PBS.
MSLO saw broadcasting revenues drop from $7.8 million to $4.6 million in the second quarter, partly due to a $1.1 million drop in ad dollars. MSLO sells the sponsorship time on the PBS show and landed the University of Phoenix and J.C. Penney as top-line backers.