NBC Universal's Style Media and DailyCandy are forming a multiplatform content partnership called StyleCandy, the company said Tuesday ahead of its digital upfront presentation to advertisers.
StyleCandy will include short-form videos about lifestyle, entertaining and styling that will appear on cable's Style Network and on the web starting this fall. Original StyleCandy original content will also run on Facebook, Twitter, Pinterest and other social-media platforms. And the partners plan to offer DailyCandy Deals to Style Network viewers.
NBC Universal formed Style Media last month to help expand Style Network's digital, licensing and live event businesses. Style sibling Bravo formed a similar Bravo Media group several years ago.
NBC Universal said StyleCandy was an opportunity to serve consumers across platforms. "Today's audiences are multiscreen consumers, and StyleCandy creates a seamless experience across TV and digital -- something NBCUniversal is uniquely positioned to provide," said Nick Lehman, president of digital for NBCUniversal's Entertainment and Digital Networks and Integrated Media, in a statement.
While other cable networks have been struggling, Style Network has seen some impressive growth. The network signed nearly 60 new advertisers in 2011, lifting its revenue by 33%. It has also seen double-digit ratings growth in its core demographic.
At its upfront last month, Style Network revealed a 25% increase in original programming.