MUMBAI: US media conglomerate NBC UnIversal‘s women focussed channel The Style Network has announced the formation of Style Media, a new global, multimedia content company that will broaden its focus to programme and market to all facets of consumers‘ lives, from the way they view content, to how they consume information, to the experts they rely on for tips and advice.

New and expanded growth areas include digital, mobile, licensing and merchandising, brand experiences, and domestic and international television networks. The details were unveiled by Style Media president Salaam Coleman Smith.

Coleman Smith said, "Style is a powerful brand that resonates with women on multiple platforms and across the globe. The creation of Style Media will broaden our business and allow us to capitalise on Style‘s strong consumer base of savvy women with immense purchasing power. On the heels of record-breaking success at The Style Network we want to seize the momentum and ensure that Style Media allows our viewers to experience Style in a multi-dimensional manner."

At Style Media‘s core is the creative and transformational television content found on Style, which marked its best first quarter in network history in 2012 with women 18-49. The addition of the following business divisions will enable fans and viewers to engage with the network and talent in a variety of ways:

Style Digital: Style Digital, which includes myStyle.com and various social media platforms, expands the brand promise of fueling women‘s insatiable appetites for all things style, by providing companion resources on the user‘s journey through stylish living. With approachable solutions through original content and partnerships from experts and trendsetters, Style Digital will satisfy the user‘s need to always be in the know.

Style‘s current success is anchored by its social media reach as well as industry-leading user engagement. Style claims to attract more than 10 million social followers from Twitter and Facebook, which are driven by how-to beauty tips seen by nearly one million Twitter followers of @myStyleQuickTips, and popular TV series that attract digital savvy audiences and on-air talent who engage with fans on a year-round basis.

Style‘s hit series are experiencing spectacular growth with unique users for returning series up over 30 per cent in 2012, and in some cases their social footprints have increased dramatically as evidenced by "Big Rich Texas" more than tripling its Twitter following since the end of its first season. In addition to great success in the social sphere, myStyle.com attracts one of the most loyal user bases among cable network websites, outperforming other women‘s networks in "return visit" rate by 48 per cent.

Uniquely positioned for tremendous growth, Style Media‘s campaign to re-launch its digital properties, including myStyle.com, will take advantage of the latest advances in technology through adaptive, liquid and responsive user interfaces, using whatever device available, from desktop to tablet to mobile. In addition, Style Digital plans to enhance the way in which viewers experience Style shows with dynamic, narrative and interactive second screen experiences, including more talent live chats, social TV initiatives and a second screen-viewing app.

Style Licensing and Merchandising: Style Media will produce branded products for their passionate consumer base through lines inspired by Style shows as well as the style category overall. In addition, Style will create talent-inspired products, from clothes to beauty, which will be integrated into show storylines, and offered to consumers for purchase at myStyle.com.

Style International: Style has channels in the UK, Australia and Pan Regional, which include Pan Asian and Europe, Middle East and Africa. Currently, Style International extends to over 17 million subscribers in 90 countries and nine languages with over 900 hours of programming licensed worldwide.