Scripps Networks is carving a niche for itself in terms of lifestyle media channels. The company launched HGTV in 1994, and among its five other networks, probably is best known is the Food Network channel, which is available in more than 99 million households in the United States.
Now Scripps Networks, which touts itself as the “leader in lifestyle media,” is looking to expand distribution of its products, beginning with moving the Food Network beyond North America.
Food Network began broadcasting in the United Kingdom in November, and the operator launched Food Network in HD throughout the Asia-Pacific region Jan. 1 through a deal with Measat Satellite Systems to use the Measat-3a satellite. The new channel is programmed and versioned for specific countries. Scripps Networks then followed that with the unveiling of a joint venture with Chello Zone to launch Food Network in Europe, Africa and the Middle East.
Greg Moyer, president, Scripps Networks International, says the company is “only just getting started” in terms of its international ambitions.
Moyer talks to Via Satellite about his plans and potential deals the company could make with satellite operators to make the Food Network more of a global presence.
VIA SATELLITE: Has the recession had an impact on your business?
Moyer: We are not immune to the overall economic circumstances to which we find ourselves, but I think we have managed to avoid the worst of the recessionary pressures. We have done quite well in terms of ad sales over the last 12 months. This was not a record breaking year by any means, but generally speaking, it was not the worst of times either.
VIA SATELLITE: What do you see as the main growth drivers for your business?
Moyer: In terms of the international business, we are only just getting started. Up to 2009, our primary activity in international markets has been to do program sales. That has been a nice little business, but what we have decided to do since January 2009 is syndicate whole brands and whole channels outside of North America. We have launched Food Network in the United Kingdom, and now we have begun a technical feed trial of our Food Network in Asia.
VIA SATELLITE: What is the significance of your agreement with Measat, and what are your plans for broadcasting more channels in the Asia-Pacific region?
Moyer: We are very pleased with the deal we signed with Measat. Ascent Media is our uplink and playout provider in Asia. There is no reason to think that we will not be launching additional brands in Asia over the next couple of years.
In the United States, we will soon have six channels, counting the Travel Channel, which we acquired in a [joint venture] with Cox Communications. I would like to take more brands overseas. Conceivably, we will have more demands for new satellite capacity in the next 12 months.
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