Ellen DeGeneres’ Ellen Digital Network already includes ventures from original digital series, such as Momsplaining with Kristen Bell, to the popular app Heads Up! Now, it will add Ashley Graham and Ayesha Curry to its list of celebrity partners.
EDN today unveiled new programming and returning series at the first Digital Content NewFronts West in Los Angeles.
Graham will host a new digital show called Fearless, a series exploring self-acceptance, and Curry is partnering with the network for a series in which she will give busy moms advice on juggling work and motherhood.
EDN is bringing back Momsplaining for a third season, tWitch, Please … Help Me Dance for a second season and will continue working with cousins Anthony Carrino and John Colaneri, who partnered with DeGeneres on rebuilding homes after Hurricane Sandy, as well Kalen Allen on the digital news series OMKalen.
“What we love about the digital space is that it really is a way for us to appeal to Ellen fans of all ages,” Michael Riley, gm of Ellen Digital Ventures, told Adweek ahead of EDN’s NewFronts presentation. “She appeals to everyone. She has such a broad, broad appeal, and it really comes down to the brand she really encompasses—inspiration and authenticity.”
Watching the human-interest stories highlighted by EDN has been “exciting” and “remarkable,” said Alana Calderone Polcsa, senior vice president, brand content and partnerships for Warner Bros. Entertainment.
“These kinds of formats work,” she said. “It’s about translating that for the specific platforms and content to make it very snackable.”
EDN will also offer more games after its success with Heads Up!, which has more than 39 million downloads in Apple’s App Store.
Timed to the second season of NBC’s prime-time game show Ellen’s Game of Games, EDN will also release an app of the same name in which users can play games from the show.
In another app, called “The Truth Comes Out” users will be able play with other users around the world by answering questions about each other, such as “What’s the last thing Maria googled?” or “What’s the biggest secret Laura’s keeping?” to figure out which player knows the person best.
“For us, what’s exciting, the power of the Ellen digital experience is really about working with the platforms that allow us to get closer to the consumer,” Riley said.