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Yahoo beefs up original programming

Online giant adds 8 femme-focused Web shows

Internet giant Yahoo has announced a lineup of eight Web shows targeting women as it ramps up original programming — bringing the dotcom’s total output to 26 shows. They’ll be launched from a revamped destination site called Yahoo! Screen.

Some shows are weekly, some daily. They range from three to five minutes, to longer form. Two shows are inhouse productions from Yahoo Studios, others developed in partnership with companies including Electus/Principato-Young Entertainment, FishBowl Worldwide Media, Prime Content and Warrior Poets.

At a press briefing Tuesday morning in New York, Mickie Rosen, senior VP of Yahoo Media Network, presented the lineup as a slate, akin to broadcast networks. She said advertisers have the ability to buy across the slate of shows. “Original programming is how we make our mark and accelerate our brand building.”

The offerings include “Reluctantly Healthy” with Judy Greer (“The Descendants”) about living healthily on the go, “Let’s Talk About Love” with Niecy Nash of “Reno 911” and “The Failure Club,” hosted by Morgan Spurlock, about embracing the fear of failure to change your life.

In “Your Friends Will Never Believe You” with Ryan Rottman (Nickelodeon’s “Gigantic”), brief moments of random celebrity interaction are captured on hidden cameras and targets try to convince their friends what just happened. “Ultimate Proposal” shows host Cameron Mathison (“All My Children”) and a team of experts helping men deliver the ultimate marriage proposal.

“omg! Now” is a celebrity fest with host Kristen Aldridge. “Blue Ribbon Hunter,” with food writer Allison Fishman, offers a combination of local flavor and cooking instruction at food festivals across America. And celebrity chef Fabio Viviani hosts his own cooking program “Chow Ciao!”

“This is next generation television, available anytime, anywhere, with something for everyone,” Rosen said.

Despite turmoil in the executive suite and constant rumors it’s up for sale, Yahoo is clearly on the move. Earlier this week, the company announced a sweeping alliance with ABC News.

Investors seem to like what they see. Yahoo shares were up in after-hours trading Tuesday.

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