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Martha Stewart, Fremantle cook up content

First-look deal calls for MSLO to scout for new talent

Martha Stewart Living Omnimedia is in the hunt for the next generation of lifestyle media stars through its development pact with FremantleMedia.

Under first-look deal unveiled Thursday, FremantleMedia and MSLO will scout for talent and produce TV and digital content under the Martha Stewart banner. FremantleMedia will handle global TV sales and licensing opportunities for the programming, which will zero in on such categories as food, fashion, home and gardening. A yet-to-be-named development exec will lead the initiative.

“Martha Stewart is a lifestyle legend and her team are the best in the business at discovering and developing new talent,” said FremantleMedia’s Global CEO David Ellender.

MSLO topper Lisa Gersh sees the pact as an opportunity to extend the scope of the company’s programming efforts.

“FremantleMedia will 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,” she said.

Separately, FremantleMedia and MSLO have also renewed their TV distribution deal for MSLO programs outside of the U.S.

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