Digital Transformation

TLC expands new video hub to increase digital series with influencers

By Natan Edelsburg | SVP

April 19, 2016 | 5 min read

A year ago, TLC, owned by Discovery Communications, launched TLCme.com to expand their multi-platform programming. Now the hub is announcing original digital content that features top influencers. The launch of this new content is yet another major investment by a big TV network in the digital-only space. Here are the series followed by an interview with Scott Lewers, the SVP of Programming and Multiplatform Strategy for TLC.

  • Estee on TLCme: Building off of her successful 1.1M-subscribed YouTube vlogs, Estee Lalonde brings her no-nonsense, beauty, style and DIY secrets to the TLC audience.
  • Erica In The House: Hosted by the DIY guru behind P.S. – I Made This, Erica Domesek takes viewers on her journey of making her house a home. Domesek provides tips, tricks and solutions to throwing the perfect dinner party, whipping up festive treats and how to decorate your home with dollar-store finds.
  • #NewMomDiaries: Jess Zaino is an on-air personality, celebrity stylist and Emmy-nominated style producer turned working mom juggling it all. Zaino shares her tips and tricks for surviving life with a new human clinging to you.
  • TLCme Now: The radio host and nationally syndicated star, Danni Starr, hosts a weekly primetime, on-air roundup where she shares top stories and tips of the week, including simple ways to clean your house in five minutes, holiday hosting tips and more.

Found Remote: Why did you launch this video hub?

Scott Lewers: When I joined TLC last year, an already strong brand, I started to dig in with my team and saw the opportunity for content extensions in key verticals for millennial viewers which became the conceit for starting TLCme.

FR: How are you working with influencers? What partners are you working with?

SL: To find the right vloggers to join us, I immersed myself in the world of YouTube influencers and Estee Lalonde and her 1M subscribers caught my eye. With Estee on TLCme, we’re able to bring beauty to TLC in a new way with timely takeaways, trends and tutorials that we know our audience loves. Since signing Estee, we’ve added more talent to our roster including DIY queen Erica Domesek, new mom vlogger Jess Zaino, and radio personality Danni Starr.

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FR: Why now?

SL: We’re at a critical juncture to bridge linear and digital with multi-platform content. It’s important to have our talent continue the conversation year round in a way that’s authentic to TLC. All of our content goes through a multi-platform filter. Utilizing a 360 approach, we created TLCme Now – a weekly on-air segment hosted by TLCme’s Danni Starr. In 60 seconds, Danni recaps all the latest trends and online buzz from that week during primetime.

FR: Anything else you’d like to mention or coming up?

SL: TLC’s multi-platform offering allows us to create seamless native integrations for our sponsors through custom digital video, social media and live events. By working closely with our advertisers to create compelling content, we’re able to achieve their goals and ours at the same time. ​

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