Musician Taylor Swift and actress Reese Witherspoon both will have their own streaming channels. Photo / Getty
Oprah Winfrey did it first, but then imitation is said to be the sincerest form of flattery.
Stars Taylor Swift and Reese Witherspoon are each taking a leaf out of the Oprah playbook and launching their own media channels.
The two have signed their own individual deals with AT&T to offer programming on the mobile network's newly launched DirectTV Now streaming service.
Swift agreed a multi-year promotional pact with the telecommunications company in October.
Her Taylor Swift Now Channel will feature videos, concert performances, behind-the-scenes footage and other not previously seen content, Variety reported.
The pop superstar's channel is set to launch in the next few weeks, according to AT&T.
Witherspoon has also agreed a deal for the new streaming service to host her Hello Sunshine channel that she has developed in partnership with Otter Media.
It will offer on demand video that 'will focus on positivity, humor and inspiration for women.'
The Oscar-winning actress, 40, shared a photo of herself at the unveiling of her media venture to her Instagram Monday night.
'So excited to partner with @att and #DirecTVNow to bring @hellosunshine's female-driven content to their customers!' she wrote.
Hello Sunshine will feature TV shows, movies and original content including a series starring Witherspoon. It's scheduled to come on line in 2017.
In a statement last week, Witherspoon explained: 'My lifelong passion has been to tell women's stories with authenticity and humor. This partnership will allow me to reach a greater audience that is eager for more female driven content.'
'Women are looking for entertainment that speaks to them about what they value. Hello Sunshine will make content that entertains, educates and brings women together,' she added.
DirectTV Now joins the ranks of Netflix, Hulu, Amazon, Dish Network's Sling TV and Sony's PlayStation Vue to serve up video on demand for consumers who are seeking an alternative to cable TV.
The service, which will be available from Wednesday, will initially offer more than 100 channels for a teaser price of $35 US a month.
The Australian site cited a 'heightened threat level' as the issue.