Martha Stewart has delivered the first of the new online videos her company promised recently as its traditional TV presence diminishes and web video continues to become more important.
"Martha Stewart's Countdown to Christmas" will include 17 videos shot at her home in Bedford, N.Y., and feature Ms. Stewart demonstrating holiday recipes, craft projects, decorating, creative gift solutions and entertaining ideas. The videos will be available on the revamped video hub on MarthaStewart.com as well as on YouTube and AOL.
Martha Stewart Living Omnimedia is making an effort to go beyond posting clips culled and repurposed from its hundreds of hours of TV content. The new holiday videos are the first pure, short-form online videos to star Ms. Stewart herself. They include prominent product placement from brands such as Starbucks, Estee Lauder and Truvia. Ms. Stewart incorporates Starbucks, for example, into a craft project where she makes a felt-package for gift cards. "I think they are very pretty," she says, holding up a Starbucks gift card.
Another video sponsored by Starbucks -- you can watch above -- involves making a Christmas wreath out of coffee filters.
Other sponsors include JC Penney, Nikon, Diamond of California and The Glad Products Company.
Martha Stewart Living Omnimedia in September signed a deal with Hulu to distribute full episodes from the "Martha Stewart Living" library and a separate pact with AOL to distribute short-form video content.
Ms. Stewart can still be seen on TV in the new weekly show "Martha Stewart's Cooking School" on PBS.