AOL Partners With Reality Show Producer Endemol On Women’s Programming

AOL (NYSE: AOL) is adding another production studio to its roster of partners, as it continues to reshape and expand its content. The company has tapped Endemol USA to collaborate on developing new, “reality-based” online programming that will be initially tailored to women. The partnership may eventually broaden to include other areas of programing and demo targets, David Eun, president of AOL Media & Studio, said in the announcement.

The deal with Endemol follows November’s news of a partnership with Michael Eisner’s Vuguru, which has agreed to create at least six original scripted series for AOL.

That followed on the heels of AOL’s major website revamp, which gives the homepage the appearance of a TV-like atmosphere, and the deals with IAC’s Electus production studio as well as video producer Next New Networks. In one of its more unusual outside collaborations, last summer, AOL began working with the Jonas Brothers on an entertainment video network aimed at tweens called Cambio.

While AOL has added a lot of big name outside help for its video offerings, it is also looking in-house as well. In the fall, the company made several acquisitions to buttress its video capabilties, such as DIY site 5min and freelance video aggregator StudioNow, are meant to give it a hand in managing the wider user-gen space.

With Endemol, the first of the two series to be produced under the new agreement are: Re-Dressed By America, an interactive web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, accessories and more. The series will be featured on and The latter site will absorb AOL’s early female-focused site, Lemondrop, which is being phased out along with its male counterpart, Asylum.

The second Endemol/AOL collaboration is called Mamá’s Recipe, where U.S. 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.