Martha Stewart Living, FremantleMedia Partner on Lifestyle Projects for TV, Digital

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Martha Stewart Living Omnimedia (MSLO) is in "active discussions" on a new deal with Hallmark Channel, according to the network.

Under a first-look and development deal, the companies want to "identify the next generation of lifestyle talent."

Martha Stewart Living Omnimedia is partnering with TV production powerhouse FremantleMedia Enterprises to co-develop TV and digital video projects featuring "contemporary lifestyle personalities."

Under the first-look and development deal unveiled Thursday, the companies said they will "identify the next generation of lifestyle talent to star in programming to be produced under the Martha Stewart banner." 

FME will support the new programming with its global TV, licensing and home entertainment capabilities. 

"The objective is to develop a pipeline of lifestyle talent across food, fashion, home, gardening and more that will resonate with global audiences on all media platforms," the partners said. The partners will name a development executive to head up the initiative.

Said FME global CEO David Ellender: "Martha Stewart and her team are the best in the business at discovering and developing new talent. Combining America's best-known domestic and lifestyle expert with the industry's most successful distributor of multi-format brands is a really exciting prospect."

Said Martha Stewart CEO Lisa Gersh: "FME is a key player in the global content and brand space, and we're delighted to be working with them to find the next big lifestyle superstars. They'll help us deliver on our goal of putting our considerable expertise in everything from cooking and decor to gardening and crafting in easy reach of consumers wherever they are, and on whatever platform they're engaging with, from smart phones and tablets to TVs and social media."

The companies have also expanded and renewed a long-standing TV distribution deal outside of the U.S., keeping FME as the exclusive distributor of MSLO content around the world.

FremantleMedia is part of European broadcast giant RTL Group.


Twitter: @georgszalai