Martha Stewart has developed a VOD service to be initially distributed through Comcast.
The partnership “is exclusive at launch, but we want the footprint to be broad,” said Sheraton Kalouria, broadcasting prexy for Martha Stewart Living Omnimedia.
Kalouria said the Stewart org wants to expand the channel to as many different cable providers as possible, and Comcast is helping them seek further distribution. Comcast is the loudest voice in favor of the VOD format, and its promotion of VOD content to competing providers will work in its favor if more cable services pick up and popularize the format in order to distribute a popular brand like Martha Stewart.
The content for the service, Martha Stewart On Demand, will change with the seasons and will launch this week with 10 hours of content including Halloween-themed programming. “We’ll be refreshing at a rate of about 50% every month,” Kalouria said. The content will aggregate into a library that cable subscribers will be able to access whenever they need to know how to assemble a canape at 3 a.m.
The content will dovetail with MarthaStewart.com, but will also include exclusive original material produced exclusively for the VOD service.