HGTV HD Launch Brings Lifestyle Programming to “Life”
For an Underserved High Def Audience
“The current high definition viewer is a college-educated male over the age of 50. That’s about to change,” said John Lansing, president of Scripps Networks. “HGTV HD will attract a split male, female audience that coincides with our existing brands – people who have an active, upscale lifestyle that goes way beyond viewing of sports and movies. This is a passionate audience that currently is being underserved by other high definition programmers.”
HGTV HD launches at 1 p.m. on Monday with 350 hours of all original programming, and all shot in high definition, in the network library. By the end of the year, some 450 hours of HD programming will be in the HGTV HD library. The first show to air will be World’s Most Extreme Homes. Other programming includes Generation Renovation, Landscape Smart, Rezoned and Small Space, Big Style. HGTV-HD also will include popular programming from FINE LIVING TV NETWORK including the Wandering Golfer and Any Given Latitude, and from DIY Network.
Already, Scripps Networks has reached an agreement for carriage of both HGTV HD and Food Network HD with one of the large satellite providers, giving the new networks a national footprint. Additional cable providers that will distribute the high definition networks include Wide Open West in the Chicago, Detroit, Columbus and Cleveland DMAs, Buckeye Cable in the Toledo, Ohio area and Sunflower Broadband and Everest Connections in the Kansas City DMA. Scripps Networks international group also has an agreement to distribute HGTV and FINE LIVING programming in high definition in Japan.
“The response from our distribution partners to the launch of HGTV HD has been extremely positive and we anticipate having carriage agreements in place reaching the majority of cable and satellite high definition television households by year end,” Lansing said.
In the Digital and High Definition Consumer Marketplace study conducted by Frank N. Magid & Associates in December 2004, 78 percent of HDTV owners said they were not satisfied with the number of channels available at that time in high definition. And 62 percent of owners, adults aged 25 to 54, said they watch lifestyle programming in standard definition on a weekly basis. A Scripps Lifestyle study conducted by ICR Excel Omnibus in January found that 62 percent of respondents are interested in seeing that same lifestyle programming in high definition, and 78 percent of respondents said they are interested in seeing their favorite HGTV and Food Network shows in high definition.
“Women now have more buying power and we increasingly use technology to manage our busy schedules,” said Judy Girard, president of HGTV. “Women’s comfort level with technology is at an all-time high, and that influence has been especially evident in the home theater market. Electronics manufacturers and retailers have started marketing to women, and we want to reach those same women with the most comprehensive lifestyle programming high definition has to offer.”
Scripps Networks plans to launch Food Network HD in the second quarter, and will have about 300 hours of programming within the year. Shows to air on the high-def network include Unwrapped, Paula’s Home Cooking, Good Eats, Food Network Challenge, and Everyday Italian. Food Network HD also will air Pairings with Andrea and Made to Order from FINE LIVING.
About Scripps Networks
Scripps Networks is comprised of the lifestyle television brands HGTV, Food Network, DIY Network, FINE LIVING TV NETWORK and country music network Great American Country (GAC). Scripps is the leading developer of lifestyle-oriented content for television and the Internet, where on-air programming is complemented with online content.
In addition, Scripps Networks is aggressively developing its emerging media platforms for broadband and video on demand. Scripps Networks’ brands collectively are available in more than 110 countries on all seven continents. They also are distributed to 1,000 outlets on U.S. military bases and U.S. embassies around the world via the American Forces Radio and Television Service.
Headquartered in Knoxville, Tenn., with offices in New York, Los Angeles, Chicago, Detroit, Atlanta and Nashville, Scripps Networks is owned by The E.W. Scripps Company (NYSE:SSP), a diverse media concern with interests in newspaper publishing, broadcast television, national television networks, interactive media, and television retailing. Scripps operates 21 daily newspapers, 10 broadcast TV stations, Scripps Howard News Service, United Media, electronic retailer Shop At Home and Shopzilla.com.
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Contact:
Cindy McConkey, Senior Vice President, Corporate Communications
cmcconkey@scrippsnetworks.com, (865) 560-3976 or mobile (865) 368-3976
Susan Robertson, Manager, Corporate Communications
srobertson@scrippsnetworks.com, (865) 560-4316 or mobile (865) 604-4898