Interview: Scripps Networks International’s Bob Baskerville

NEW YORK: Bob Baskerville, the general manager of Scripps Networks International, tells World Screen Newsflash about the company’s British success and its plans for further expanding the reach of its channels over the next year.

WS: What have been the highlights of Scripps’ business in Europe over the last year?
BASKERVILLE: Certainly topping the list is the mercurial rise of the Food Network in the U.K. In just about 18 months time, we have become one of the unquestionable leaders in lifestyle programming in the U.K. We’ve built on that achievement by way of our launch earlier in the summer on Freeview, where food network’s formidable prime-time schedule is now available to virtually all of the television homes in the U.K. Ratings are up substantially, driven by increased sampling of the channel and strong “stickiness”, or time spent viewing the channel by our audience. We also continue to grow our upscale audiences. In Sky homes we’re delivering, in volume terms, amongst the highest viewing for this group in the lifestyle section; something that advertisers absolutely love! Elsewhere in Europe, we’ve experienced new launches for both Food Network and Fine Living Network, but noteworthy to us has been our most recent launch of Food Network in Ireland on UPC. We’ve also grown our digital audience on FoodNetwork.co.uk, where user traffic is at an all-time high, which bodes well for us as we build towards the holiday season.

WS: What gains have you seen in your business in the Middle East and Africa?
BASKERVILLE: Much like Europe, we’ve been gradually expanding carriage of our channels in parts of the Middle East, but clearly the most exciting news in this area has been the early success we’ve seen with the launch of Food Network in South Africa on MultiChoice. In less than eight months, we have seen Food Network become the second highest rating lifestyle channel on the platform. This quick success has led us to become even more intentional in building a business in South Africa that’s committed to the territory for the long haul. That means we’ll be increasing our presence in terms of affiliate support, localized content and talent procurement, marketing investment, all of that.

WS: How is your local commissions strategy progressing in the U.K.?
BASKERVILLE: Well, it’s early in the game for us, as we have just begun to introduce localized originals in the U.K., but happily, I can confidently proclaim that we’re bringing some bona fide hits in the making to the market. It begins with our first U.K.-commissioned series, Andy Bates’ Street Feasts, featuring London chef and market trader Andy Bates. The show premiered on September 26 and we believe that Andy can take the phenomenon of “street food” and turn it into a really entertaining television show. We’ll follow up with Reza, Spice Prince of India, featuring chef Reza Mahammed, one of the U.K.’s top Indian restaurateurs. He’ll take viewers to India, where he was raised, to experience the best of Rajasthani food and royal feasting in some of the most magnificent palaces in India. Just an amazing looking show! As I mentioned, this is just the beginning for us in terms of growing our localized content in the U.K., but these two series offer a fair representation of the type of unique programming we’ll be bringing to Food Network internationally.

WS: What are your goals for the portfolio in the next 12 to 18 months?
BASKERVILLE: Continue to expand our channel business in our regions of strength, meaning larger investment in our programming, marketing, and digital activities, as well as continue to investigate development in other territories where we don’t have a significant presence. Certainly further expansion in Asia, along with Latin America top our consideration set. Additionally, we’ve had a fair amount of success in our program-sales business in territories where we don’t intend to have as much of a channel presence in the near term, so continuing to build on that side of the business remains a top priority for us as well.