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Scripps Adds Originals to Fine Living Network

Jan 21, 2009  •  Post A Comment

Scripps Networks is adding new original programming to its Fine Living Network, which will adopt a new tagline: Entertainment You Can Use.
The changes come as the channel, currently in 50 million homes, begins receiving ratings from The Nielsen Co. The first public report on the network’s viewership will come after the first quarter.
While still aiming for a relatively upscale audience, the network is shifting its programming focus from shows that displayed opulent lifestyles and destinations to relationship and self-improvement content.
“It starts with entertainment—it has to be fun to watch first and foremost,” said Chad Youngblood, general manager of FLN, who introduced the network’s new approach at a breakfast Wednesday in New York. “The shows will also have useful information that stays with the viewer so they feel “I didn’t waste a half-hour of my life.”
The network is also calling itself FLN, which sounds a bit less elitist at a time when the economy is troubled. FLN has been acquiring shows such as reruns of “Biggest Loser,” “Queer Eye for the Straight Guy” in order to help more viewers find the channel.
“Our strategy is to lure viewer in and make them stay and sample our new originals,” said Bob Baskerville, president of emerging networks at Scripps.
One original FLN show launched last year has already brought some attention. “Whatever Martha” features the domestic diva’s daughter dishing with a friend while watching segments of “Martha Stewart Living.”
Next month, FLN will launch a dating series called “Wingman,” featuring comedian and Glamour magazine columnist Michael Somerville. “Wingman” joins January’s original series “Groomed,” hosted by “Joe Millionaire” butler Paul Hogan, “Bulging Brides” and “The Last 10 Pounds Boot Camp.”
Upcoming in April is the wardrobe makeover program “Closet Cases” hosted by Lloyd Boston and the U.S. premieres of the British shows “How To Find a Husband,” “The Fix,” “and “Sarah’s House.”
Mr. Youngblood also announced new shows in development that will be presented to advertisers in the approaching upfront.
“Bartender Wars,” a candid camera program in which bartenders compete to try to get customers to do things they normally wouldn’t, is slated to launch in the fourth quarter of 2009.
“Love Taxi,” in which a woman finder herself in a cab driven by a matchmaker who picks up guys she finds interesting. If things don’t click in the back seat, he gets dropped off and the search goes on. If the couple gets along, they go on a date, paid for by the show. The series is scheduled to launch in the first quarter of 2010.
“Tough Love” points out and helps eliminate the annoying habits guys have that make some people less than fun to be around during a weekend makeover. “Tough Love,” a working title, is targeted for second quarter 2010.
“20-Year Reunion” brings people back to high school for competitions that re-capture challenging moments from: group showers in gym class to math quizzes and student elections. The show is scheduled for 3d quarter 2010.
FLN executives did not release the early ratings numbers they’ve been getting from Nielsen, but said they’re on track with the audiences they have been promising advertisers and cable operators.
(Editor: Baumann)

27 Comments

  1. The Biggest Loser is Bob Baskerville who, not knowing about marketing has diluted the Fine Living Brand.
    What was informative entertainment for persons aspiring to have better living has now become an also-ran cesspool of Reality TV for the teeth-missing Wal-Mart masses.
    The new shows have the same kind of dullard voyeuristic, idol worship of the celebrity appeal that you would find on TLC, E!, Style and the Fox Reality Channel — Whatever Martha, Wingman, Closet Cases, Love Taxi.
    The new direction of the Fine Living Network, now FLN, screams “For losers who routinely waste half-hours of their lives”.
    A far better approach would have been to focus on how to improve oneself, especially during these times — get and stay in shape; fix one’s beliefs into better ways; discover persons and their places all over the earth where such persons are getting ahead by having better, more focused living; run their entrepreneurial lives better; maximize their precious time.
    The thirty-to-fifty crowd who strive to live better by whatever means, the ones who spend more on travel, on aspirational branded clothing, on time-saving electronic gadgets; none from this crowd shall tune in to watch garbage shows designed for the factory masses — Biggest Loser, Queer Eye.
    If I were on the board of Scripps, I’d push to fire such bugglers Chad Youngblood and Bob Baskerville.
    Youngblood and Baskerville ruined The Fine Living brand.

  2. Oh man, I hope they reschedule Arthur Kade for Love Taxi!!!

  3. Dear Smack,
    What I found more interesting, is how much time you spent composing a response to belittle executives at a small cable network, on a website dedicated to television. Further, I find it ironic that you wrote the following:
    “…has now become an also-ran cesspool of Reality TV for the teeth-missing Wal-Mart masses.”
    and,
    “The new direction of the Fine Living Network, now FLN, screams “For losers who routinely waste half-hours of their lives”. ”
    Then offer up this bit of wisdom:
    “…persons are getting ahead by having better, more focused living; run their entrepreneurial lives better; maximize their precious time.”
    Just curious, but does writing critiques of a small network, with mediocre programming, and exploring the realm of “Fine Living,” really the best way to maximize your time? I personally hate these “style” networks, but to each his own (if you’re wondering why I’m wasting my time writing you, I was curious about a show a friend is on, and came across this on google.)
    Regardless, I do hope you find that television channel that will help you maximize your time more efficiently, while keeping you informed where the toothless Wallmart shoppers are. I know it’s got to be out there, but I personally can’t attest to it because – I don’t own a tv, it was getting in my way of getting things done.

  4. Oh how you amuse, Max Hunter.
    Clearly, you’ve missed salient parts of my post, such as these:
    “What was informative entertainment for persons aspiring to have better living …”
    “A far better approach would have been to focus on how to improve oneself, especially during these times … ”
    You continue you amuse, Max Hunter, when you express dubious conjecture, “What I found more interesting, is how much time you spent composing a response …”
    My off-the-cuff post took seconds to write, the same as this one. Perhaps for you it takes you a week to conjure up words for a web comment, but for the rest of us, who are not addle-minded, mere seconds are what we need.
    In true, busybody effeminate fashion, Max Hunter, you chose to meddle in the life of another.
    Instead of asking for answers, you presumed to know what happened and what was my drive to write.
    You’ve exposed your idiocy, Max Hunter.
    Your cognitive dissonance kicked in, which forced you to defend your false beliefs, Max Hunter.
    Oh how you amuse.

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