TLC launched a new “digital destination” this week called TLCme, with sections that correlate to its female-targeted programming like Family, Health, Style, and Food. Scott Lewers, Senior Vice President of Multiplatform Strategy for TLC said in an official statement that:
Our viewers – who we affectionately call our ‘heart seekers’ – come to us seeking a sense of community, and we’ve brought them honest, unfiltered programs with compelling stories that offer just that. With TLCme, we’re thrilled to be able to extend this conversation into a space where fans can engage with us and one another in a truly authentic manner.
TLCme wil have roundups like cleaning hacks, or inspirtational stories all in an effort to, according to an official statement keep “everyday women covered.” The website’s launch is in conjunction with the “Mother Of All Weeks” on the cable network. Like the anti-Shark Week, TLC and TLCme are featuring programming on all the things “mom” until Mother’s Day this weekend, even running a hashtag competition using #MyMammaSays to give away a free trip to NYC.
TLC’s very specific target and programming makes content destinations like this worthwhile. Viewers don’t just watch a television network like TLC, they inhabit it. Bravo and the History channel also do this well. Viewers are more likely to stick around and watch bonus video or even play a game on the website. Much like a Lego or Apple store, it’s all about the experience. The more space you give them, the more likely they are to tweet (or pin if you’re TLC, probably), buy, and stick around.