News / News Releases


Jan 12, 2011


Agreement Further Expands AOL's Original Video Offerings

New York, NY – January 12. 2011 – AOL Inc. (NYSE: AOL) and Endemol USA today announced a production agreement to co-develop and co-produce new web programming initially aimed at AOL's growing women's audience, as well as at the broader AOL audience. The partnership will focus on creating premium, unscripted digital video content that will enhance the user experience by taking advantage of the real time, interactive and community nature of the Web.

"Endemol is a premiere producer of unscripted programming and their expertise in creating unique, interactive, popular shows, combined with AOL's growing video audience will take digital production to the next level," said David Eun, President of AOL Media & Studios. "Endemol is the latest in a string of partnerships that serve both the AOL consumers and our advertising partners."

"We are thrilled to partner with such a successful and global leading company like AOL," said David Goldberg, Chairman of Endemol North America. "This deal continues our growth as a leader in interactive digital entertainment, and we look forward to creating many genre-defining series with AOL."

The first two built-if-sold 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

"Mamá's Recipe": US 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 (

AOL will promote each web series throughout the AOL Network focusing on the sites and destinations relevant for each series' demographic. Every series produced through this partnership will feature enhanced online programming, such as user voting, supplemental video clips and supporting blog content to create deeper user experiences, and opportunities for sponsors to integrate their messaging in creative and highly-engaging ways.

Endemol USA, one of the world's leading producers of entertainment programming, will leverage its experience producing hit shows such as Emmy-award winning "Extreme Makeover: Home Edition," "Big Brother," "Wipeout" and "Jerseylicious" as well as the hit web series "Married On My Space 1 & 2" and "Coupon Mom" to create captivating web series with AOL.

"You've Got..." the video series that debuted with the new launch, generated nearly 8 million views in its first month, and featured a diverse guest list including Kelly Ripa, Barack Obama, Matt Damon and the Marines in Afghanistan.* For comparison, that puts "You've Got..." on-pace with a top 10 Web series.** Overall, video views on the new rose more than 3X in its first month.***

About AOL Inc.
AOL Inc. (NYSE: AOL) is a leading global Web services company with an extensive suite of brands and offerings and a substantial worldwide audience. AOL's business spans online content, products and services that the company offers to consumers, publishers and advertisers. AOL is focused on attracting and engaging consumers and providing valuable online advertising services on both AOL's owned and operated properties and third-party websites. In addition, AOL operates one of the largest Internet subscription access services in the United States, which serves as a valuable distribution channel for AOL's consumer offerings.

About Endemol USA
Endemol USA is the largest global, independent production company specializing in multi-platform entertainment programming. Endemol USA is a division of the Endemol Group, a leading international content developer, producer and distributor of television and online programming. The company, headquartered in the Netherlands and the UK, has subsidiaries and joint ventures in 26 countries, including the major European markets, the U.S., South Africa, Argentina, Brazil, Mexico and Australia. Endemol is owned by a consortium consisting of Goldman Sachs Capital Partners, Mediaset Group and Cyrte Group. For more information, please visit Endemol is a privately held company.

*Internal Data
***Internal Data
Jennifer DeGuzman
AOL Inc.
Chantelle Siegel
Endemol USA