Scripps Preps Cooking Channel in FLN’s Place

CINCINNATI: Scripps Networks Interactive is rebranding its Fine Living Network (FLN) as the Cooking Channel in a bid to expand distribution of the service, which currently stands at 55 million homes.

The launch of the Cooking Channel in place of FLN is slated for the third quarter. Announcing the move, Kenneth W. Lowe, the chairman, president and CEO of Scripps Networks Interactive, noted: “We’ve seen an explosion of interest in food and cooking in America. Food, as a television programming category, has grown significantly, creating a highly promising business opportunity for new programming and related ventures that will, in effect, super-serve the vast number of media consumers who are passionate about food and cooking.”

The 24-hour network will focus on food information and instructional cooking programming, in standard and HD. The network also will explore food origins, culture and history as part of the programming mix. Daytime programming will balance new cooking shows with food-oriented content from the Scripps Networks library. The Cooking Channel also will incorporate some of the more popular FLN shows that relate to food and cooking. It will launch with a VOD offering and a fully interactive Internet and broadband platform as it delivers more content focused on baking, ethnic cuisine, wine and spirits, healthy and vegetarian cooking and kids’ foods.

“Food Network has driven the tremendous interest and growth in this programming genre, appealing to general entertainment fans while continuing to serve cooking and food lovers,” Lowe said. “But, with only 24 hours in a day, we aren’t taking advantage of the market’s full potential. We see considerably more consumer demand for food programming that we believe the Cooking Channel will fulfill.”

“The idea is to raise your food IQ, making our viewers better cooks and a little smarter about food,” added John Lansing, the executive VP of Scripps Networks Interactive and president of Scripps Networks. “This isn’t new territory for us. We’ve done this in the home category with HGTV, the dominant brand in the home category, and DIY Network, one of the most successful digital networks on television and the go-to resource for how-to home projects. We believe the Cooking Channel will serve some very unique interests and needs of a highly engaged audience.”

Scripps is in discussions with its distribution partners about the rebranding of FLN as the new Cooking Channel. The new network will operate out of Scripps Networks studios in Chelsea Market. A programming executive who will oversee the lineup is expected to be appointed by years’ end.

“The time has come for us to have our cake and eat it, too,” said Lansing. “With a single-minded and distinct focus on serving those passionate about food and cooking, the new Cooking Channel will appeal to a very broad audience. In the meantime, Food Network can continue its march toward growing the next generation of ‘foodies’ with energetic, entertainment-oriented content that’s attracting record numbers of younger media consumers to the category.”