Women’s fashion and lifestyle e-newsletter and deals network DailyCandy is unveiling its first foray into broadband video through its partnership with its Comcast/NBC (NSDQ: CMCSA) Universal sibling LX.TV. The first show the two will work on is 1st Look, which will be focused around its daily deals showcase.
DailyCandy, which was acquired by Comcast for $125 million three years ago, was initially added to the cable operator’s interactive advertising channel. But that really didn’t involve video.
DailyCandy’s roots are in e-newsletters, where it shed a spotlight on fashion, entertainment and lifestyle features. The content was more akin to magazine’s perennial “holiday gift guides,” which were generally chosen by editors and instead of sponsors. The idea of turning something that looked like marketing into independent editorial content has served as the model for a range of deals sites that have grown in the latter half of DailyCandy’s 11 years of existence.
In the spring 2009, DailyCandy began expanding its e-newsletter pieces into broadband video.
While DailyCandy represents several ways that Comcast has developed an online strategy, LX.TV represents NBCU’s attempts to forge a web strategy around its local station’s digital content. A few months before Comcast bought DailyCandy in 2008, NBCU acquired the “luxury lifestyle” video site. Over time, LX.TV has expanded from the web to the back of NYC taxi cabs as part of the NBCU’s local news updates. It’s also featured on weekending programming.
Given the similar focus of the two properties, it’s natural that DailyCandy and LX.TV have come together.
The plan calls for DailyCandy Deals to provide discounts on locales featured in the first three shows – Late Night Bites (September 24), New York City Nightlife (October 1), and Best Thing Between Two Buns (October 8) in New York, Chicago, and San Francisco. The LX.TV DailyCandy Deals from every city will live on a special web page located online at DailyCandy/FirstLook.