HGTV Puts Down Broadband Roots

Jun 26, 2006  •  Post A Comment

HGTV launched its first original broadband series June 19 as part of the network’s ongoing experimentation with various forms of broadband programming.

New episodes of the three-minute online show “I Want That! Gardening” will appear Monday mornings on HGTV.com during an eight-week summer run. The series is an outgrowth of the network’s cable “I Want That!” franchise, which has included “I Want That! Kitchens” and “I Want That! Baths.” It also marks the first time parent company Scripps Networks has extended an on-air franchise into the online world.

The show is hosted by HGTV’s Paul James, who fronts the network’s series “Gardening by the Yard.” The online vehicle is not ad-supported at the moment and is accessible from the HGTV home page. Jim Sexton, senior VP for interactive brands for Scripps, said the interactive sales team is pitching the show to advertisers.

Gardening historically has been one of the most popular categories on HGTV’s Web site, he said. But gardening hasn’t fared as well on TV, and that’s why the network brought the extension online instead.

In the show, Mr. James highlights the newest garden tools and gadgets. Each episode features three products. Viewers can watch the whole show or the segment of their choice. “It’s kind of on-demand on broadband,” Mr. Sexton said.