AOL Taps Endemol to Create Web Series for Women | Adweek
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AOL Taps Endemol to Create Web Series for Women

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AOL has partnered with reality TV hit maker Endemol USA to develop a pair of original Web series aimed at women.

The first is Re-Dressed by America, a makeover series with a twist. Viewers will be urged to vote on various fashion and hairstyle changes a subject will undergo before attending a major event, such as a first date or a high school reunion. Re-Dressed is being developed for the AOL properties Stylelist.com and MyDaily.com.

Also in the works is reality competition Mamá's Recipe, which would pit families against each other as they showcase treasured family recipes. The series is being developed for KitchenDaily.com and AOL Latino.
 
Both shows are designed to take advantage of the Web's real-time interactivity. But the shows are labeled "built-if-sold"—meaning AOL will seek sponsors to underwrite each series before proceeding with production.

Endemol has a proven track record when it comes to reality TV and game shows. The company is behind the network TV hits Extreme Makeover: Home Edition and Deal or No Deal, for example.

This is not the first time that AOL has gone into business with Endemol. In 2007, several regimes ago at AOL, the two companies announced plans to develop an elaborate game competition called iLand. The show, which would have featured contestants vying to win their own remote tropical island, never got off the ground.