As President and General Manager of TLC, Daniels leads the company’s flagship female focused channel, a global brand available in more than 90 million homes nationally and 271 million households around the world. Daniels oversees all aspects of the network’s programming, production, development, multiplatform, communications and marketing in the US. Daniels is the most senior female content executive at Discovery Communications, which reaches 3 billion cumulative viewers across pay-TV and free-to-air platforms in more than 220 countries. Based in the company’s Los Angeles office, she’s held this position since September 2013.
Amid ever more fierce competition for audience, Daniels has maintained TLC’s reign as a top 10 network for women with long running hit series Sister Wives, The Little Couple, My 600-lb Life, Return to Amish, Kate Plus 8, 90 Day Fiancé as well as new series 90 Day Fiancé: Happily Ever After?, Long Lost Family, The Spouse House and OutDaughtered. Of the 19 returning series in 2017 to-date, 17 are up or on par versus their previous season. In addition, TLC continues to show strong growth finishing out third quarter 2017 up 19% in primetime versus year ago and ranked as the #6 ad-supported cable network among W25-54.
This year, TLC made a major announcement under the helm of Daniels, bringing back original home design series TRADING SPACES after ten years, with Paige Davis returning as host. As one of the most beloved TLC shows that started the home makeover craze, viewers will watch as families and neighbors hand over the keys to their home and let the renovation fun begin.
In addition to the network’s brand-defining reality series, Daniels spearheaded TLC’s move into scripted in an unprecedented partnership with Tyler Perry. TLC’s first scripted series, Tyler Perry’s Too Close To Home, reached 4.2 million viewers in its premiere airings in August 2016 and returned for a second season in early 2017. The sophomore season continued to impress viewers, earning 1.6M P2+ and ratings highs with 1.1 W25-54
On top of identifying hit shows, Daniels recognizes the importance of the network’s growth in the live linear television and multiplatform space. In April, TLC’s largest live undertaking in the history of the network, THIS IS LIFE LIVE captured awe-inspiring, shocking and emotional real moments in an unprecedented four-night live television event. Averaging 1.6M P2+ viewers, the series helped TLC become a top 5 Primetime network for the four consecutive nights with W25-54. It debuted in its premiere night as #1 in its timeslot with W25-54and garnered 2.3 P2+ viewers. Meanwhile on Twitter, the #ThisIsLifeLive hashtag reached over 125 million users over the course of the 4-day event. In addition, Lisa Joyner hosted an After Show on Facebook Live immediately following each episode, garnering more than 1.9 million impressions and over 15,000 reactions, comments, and shares on Facebook.
In 2016 Daniels launched TLC’s powerful brand campaign, “I AM,” that celebrates the differences that make us each who we are and empowers us all to define ourselves, rather than letting others label us. Featuring iconic TLC talent like Theresa Caputo, Kate Gosselin, Jazz Jennings, the campaign promotes embracing our own flaws and strengths to help create a world without judgment. In addition, Daniels championed “Give a little TLC,” a national multiplatform cause-marketing campaign dedicated to empowering viewers to make a difference and support organizations that help those in need. Partners include PACER’s National Bullying Prevention Center, Feeding America, CancerCare, Discovery Communications’ Say Yes to the Prom among others. Daniels embodies TLC’s message that giving a little can go a long way, through her own volunteering with Big Brothers and Big Sisters of Los Angeles in partnership with Women in Entertainment Mentoring Program.
Last year, Daniels also accepted a GLAAD Media Award for Outstanding Reality Program for the TLC’s groundbreaking series I Am Jazz following the life of 15-year-old Jazz Jennings documenting her triumphs and struggles from the perspective of a transgender teen.
Through her creative leadership at TLC, Daniels has driven the content growth engine for the company’s female and lifestyle networks around the world. From Buenos Aires to Budapest, global megahits like Cake Boss and Say Yes to the Dress are available in 45 languages and have spawned several local versions.
Formerly, Daniels served as EVP, Production & Development for Discovery Channel, contributing to the network’s record-breaking success, and overseeing the network’s focus on live events – notably Skywire Live and American Chopper Live, as well as some of their most popular shows including American Chopper, Bering Sea Gold, Fast N’ Loud, Naked And Afraid, Gold Rush, the special The Presidents’ Gatekeepers, and the Emmy nominated All The President’s Men Revisited, Deadliest Catch, Mythbusters and Frozen Planet.
Concurrently, Daniels served as General Manager, Discovery Fit & Health, where she managed the day-to-day operations of the network. Prior to these positions, she served as Senior Vice President, Production and Development for TLC, overseeing the launch of new diverse hits, including Cake Boss, The Little Couple, Sister Wives, Sarah Palin’s Alaska, the Policewomen franchise and Four Weddings. At the same time, she guided the strength and resurgence of TLC’s longest running hits What Not To Wear and Say Yes To The Dress.
Daniels joined Discovery Communications in 2007 as Vice President of Development and Production for Discovery Studios (West Coast) and was subsequently elevated to Senior Vice President. She has also held executive positions at CBS where she served as Vice President of Alternative Series Development, working on CBS’s key reality properties including Survivor, multiple Emmy Award-winner The Amazing Race and Big Brother, and has had an extensive career as a producer in the independent television community.