Scripps Networks has announced plans for the first of several broadband channels to be launched over the next year, each featuring specific programming within its existing lifestyle categories for direct delivery to targeted consumers and affinity groups via the Internet. Scripps Networks will introduce two to three broadband channels in 2005 with plans to launch as many as 10 over the next two years. The first of these highly targeted broadband channels to be developed by Scripps will center around kitchen design; the second broadband vertical will be project- or hobby-related, while the third is likely to be related to food.
The broadband channels will combine video with interactive space planners, 3-D graphics packages, and other tools to create a richness of content and depth of information currently not available on topics such as kitchen remodeling, crafting, woodworking, gardening, and more. The broadband initiative will be supported by advertising, though Scripps plans to explore a subscriber-based business model as a long-range strategy.
To support the rollout of the vertical broadband channels, the company recently reorganized its Emerging Media group. The broadband initiative was placed under the direction of Burton Jablin, president of HGTV who recently was named executive vice president overseeing the broader content strategy for Scripps Networks. Peter Clem shifted from Scripps Productions to serve as vice president for broadband programming and production.
Scripps Networks is comprised of the lifestyle television brands Home & Garden Television, Food Network, DIY Network, Fine Living, as well as electronic retailer Shop At Home and county music network Great American Country (GAC).