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Watch out Oprah! Reese Witherspoon developing content for her own DirectTV Now channel - and there will be a Taylor Swift channel too

Published: 12:28 EST, 29 November 2016 | Updated: 13:49 EST, 29 November 2016

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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.

Exclusive content: Taylor Swift's channel on AT&T's new DirectTV Now streaming service will offer up videos, concert performances and behind-the-scenes footage

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.'

'So excited': Reese Witherspoon is launching a female-driven video on demand channel focusing 'on positivity, humor and inspiration for women' on DirectTV Now

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 a month.

All business: Witherspoon, 40, is adding the media venture to her other interests including her own Hollywood production company and her own clothing line Draper James