Scripps rolled out an ambitious plan for the 2013-14 television season, with its six networks planning to add a combined 52 new series, reports The New York Times.
While parent company Scripps Networks Interactive has previously invested in original programming for its channels, cable programmers are increasingly under pressure to add new shows in response to viewer and advertiser demand, the story notes.
The company has earmarked 27 new series for DIY Network and HGTV; 20 new shows for Cooking Channel and Food Network; and five new series for Travel Channel and GAC, the story says.
Many of the new shows will be extensions of existing shows. For example, the hosts of HGTV’s "Property Brothers" will compete against each other in a new show called "Brother vs. Brother," also on HGTV.
Scripps execs previewed their programming plans for advertisers Tuesday. “The executives discussed the company’s digital content in addition to the opportunities that advertisers have to reach readers of the two magazines based on two Scripps Networks channels, Food Network and HGTV, which are part of a joint venture with the Hearst Corporation,” the story reports.
The report adds: “Scripps Networks is climbing aboard the so-called TV Everywhere bandwagon, its executives said. Starting in the summer they plan to offer mobile applications and websites that will give authenticated cable subscribers the ability to watch shows on devices like smartphones and tablets.”
The company is working on tweaking the traditional advertising model. The article reports: “The Scripps Networks executives also talked about their continuing efforts to woo advertisers and agencies into working with the channels to develop and produce commercials that go beyond traditional 30-second spots and assume the trappings of content, a trend known as content marketing or native advertising. Advertisers that have already made deals with the channels include JPMorgan Chase, Land Rover, Pier One Imports, Walt Disney and Scotts.”