It has been announced by AOL today that they will be forming a partnership with The Ellen DeGeneres Show. To be more specific AOL and Ellentv.com will share promotion, traffic, and content.
This is a clear move by AOL to siphon some of Ellen’s main demographic which of course is women aged 25-54 for their content-strategy. The deal will mainly involve AOL and Ellentv.com sharing content.
Ellentv.com will now include content from the AOL network of sites; and content from Ellentv will now be featured on the AOL Lifestyle and AOL Entertainment groups, including KitchenDaily.com, AOL Television and Popeater.
The current producer of the Ellen DeGeneres show, Telepictures Productions, will continue to host, maintain and program the site. Any videos that appear on Ellentv.com will be shared across the AOL video network. Another big part of this deal will be promotional and editorial programming collaborations between Telepictures and AOL; together they will be able to offer digital sales packages for seasonal, special events and holiday opportunities.
The Ellen DeGeneres show ranks a close third behind ‘The Oprah Winfrey Show’ and ‘Live with Regis Kelly’ in daytime shows with an average of 4.4 million viewers per episode. The Ellen brand is stronger than ever and has the unique ability to appeal to gay and straight audiences. The Ellen brand is no stronger than it is amongst the female demographic and it will be precisely this that AOL hopes to tap into. By tapping into this audience they will hope to feed readers to their new content-based strategy. AOL will also be aware that Oprah Winfrey plans to retire from television, and somebody or some show will need to fill the vacuum created by Oprah’s departure, maybe Ellen will be the one.