TLC adds first digital orginals to online service

Discovery Communications’ female-skewing cable net TLC is beefing up its online service TLCme with a range of new original content.

The TLCme service launched a year ago and the new programming announcements mark its move into original content.

The channel is working with vloggers on four new digital projects.

The line-up includes Estee on TLCme, in which vlogger and YouTube channel operator Estee Lalonde gives beauty and style tips.

Erica in the House is fronted by online DIY specialist Erica Domesek. She gives viewers home decoration hints and tricks.

The third show, #NewMomDiaries, follows celebrity stylist Jess Zaino as she balances her work with being a new mother.

There will also be a weekly round-up show, fronted by radio host Danni Star, who will share top stories and tips of the week.

“We are so excited to be partnering with these tastemakers and influencers in the digital and social space,” said Scott Lewers, senior VP of programming and multiplatform strategy for TLC. “We are making great forays into original video content on the topics that are ever-important to our key millennial audience.”

TLCme claims 2.2 million unique users a month, half in the female 18-34 demo.

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