Demand Media, Inc. (NYSE: DMD), a leading content and social media company, today announced the premiere of the eHow Pets channel on YouTube. The channel features well-known personalities and original content aimed at pet lovers and animal enthusiasts.

eHow Pets joins eHow Home and LIVESTRONG Woman as the third Demand Media channel created exclusively for YouTube’s original programming initiative. The channels are changing the way people consume video through quality programming specifically created for the online environment. Their short-form content is easy to find, easy to consume and easy to share. Recently launched and upcoming shows on eHow Pets include:

• Heavy Petting – A roundup of animal-related news, videos, field segments and sketches, hosted by Mike Weaver
• Teacher’s Pet – dog training techniques, hosted by Victoria Stillwell
• American Dog – the most interesting and emotionally charged dog stories in the United States, hosted by Victoria Stillwell
• Smudge & Squeak (Defenders of the Flock) – a look into life on Moss Mountain Farm through the story of a new puppy duo that will be trained as sheep herders
• Farm Raised – from sheep to chickens to donkeys, there are a lot of helping paws, claws and hooves on Moss Mountain Farm, hosted by P. Allen Smith

“Demand Media creates high-quality content that entertains and inspires users across the web. We’ve been programming content specifically for the YouTube platform since 2007 and have grown our audience to nearly 7 million users per month, with more than 3.6 billion views,” said Michael Blend, EVP, Media & Marketplace, Demand Media. “We believe YouTube’s movement towards original production and content aligns well with our mission to deliver what consumers want, and we’re pleased to be one of the leaders on this path.”

Demand Media’s original programming team draws on decades of experience in both traditional media and online video to produce the shows featured on the eHow Pets channel. The team collaborates with well-respected experts to guide each channels’ creative vision. Victoria Stilwell, the long-time host of Animal Planet’s series “It’s Me or The Dog,” lends her talents to two very different shows. P. Allen Smith, host of two public television programs, couples his farm upbringing with his award-winning design and lifestyle expertise to feature farm animals’ lives in his shows. Mike Weaver, an actor and comedian with a background in traditional broadcast television and film, highlights the humorous side of animal antics. Each personality works as a partner with Demand Media to create unique programming that consumers want to see – from the conception of a new idea to socializing content with fans to engaging them and incorporating their interests and feedback.

“YouTube is expanding our channels to bring an even broader range of entertainment to consumers. Demand Media has been a long-time partner in identifying and creating programming consumers want to see and that keeps them coming back again and again,” said Robert Kyncl, Global Head of Content Partnerships, YouTube. “For advertisers, these channels represent a new way to engage and reach their global consumers.”

The new YouTube original channels are designed to create a unique and engaging video experience for both consumers and advertisers. Providers of the channels are committed to creating a new viewing experience for people that makes the most of the YouTube platform - available globally, on any device. Major brands have signed on to sponsor each of Demand Media’s three channels.

About Demand Media

Demand Media, Inc. (NYSE: DMD) is a leading content and social media company that informs and entertains one of the Internet’s largest audiences, helps advertisers find innovative ways to engage with their customers and enables publishers to expand their online presence. Headquartered in Santa Monica, CA, Demand Media has offices in North America, South America and Europe. For more information about Demand Media, visit: www.demandmedia.com.