【】reported to be a $230 million deal.

NBCUniversal is getting into arts and crafts.。

The media conglomerate said this week that it's buying Craftsy, a DIY tutorial and art supply site, in what。 Recode。reported to be a $230 million deal. 。

The Denver-based startup merges media and e-commerce with paywalled courses on everything from watercolor painting to "mastering the art of the pizza," as well as a catalog of crafting kits. 。

NBC plans to tap Craftsy's contributing instructors to appear on various shows across the company's cable and broadcast channels like Bravo's。 Top Chef
。Top Chef
。 and SyFy's
。Face Off。

. The startup will also use its own production studio to create content for the network.。

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Hammer also said that NBCUniversal and parent company Comcast would use their business-wide ad operation to promote the Craftsy brand to a bigger audience.。

Craftsy had raised more than $100 million in venture capital funding since its inception in 2010 and boasts 10 million users and more than 1,300 classes. 。 The company added its retail arm last fall to compete with the likes of Etsy in the $40 billion market for craft supplies.。The acquisition follows a string of NBCUniversal investments in 。

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