Scripps Launches New Digital Content Division

KNOXVILLE: Scripps Networks Interactive has set up a new division, Scripps Lifestyle Studios, which will produce content for multiple platforms, including social media, apps, websites and third-party digital outlets.

In addition to working with teams within Scripps Networks Interactive’s lifestyle TV brands, including HGTV, Food Network and Travel Channel, the Scripps Lifestyle Studio division will be producing content and advertising solutions encompassing video, photography, social, live digital events and written editorial. Led by Vikki Neil, Scripps Lifestyle Studios' senior VP and general manager, the division will work to develop relevant shareable content that instantly connects with digital-first consumers. Scripps Lifestyle Studios will operate locations through the Food Network Kitchen in New York City, and the HGTV Studio in Knoxville, Tennessee. The unit brings together more than 100 culinary, home and travel experts to create unique content opportunities for consumers and advertisers alike.

In addition to Neil, the Scripps Lifestyle Studios management team includes former Martha Stewart Living executive Deb Puchalla as VP of content development, and digital advertising specialist Traci Topham as senior VP of Scripps Lifestyle Studios Client Solutions. Tamara Franklin, the executive VP of digital, leads Scripps Networks Interactive’s digital business, while Beth Lawrence, executive VP of digital ad sales, heads digital advertising sales.

“This new creative hub will enable us to achieve significant additional scale across all digital platforms, and build on our leadership position in lifestyle content,” said Burton Jablin, the chief operating officer at Scripps Networks Interactive. “The linear content we produce across our television networks is an essential element of the media plans of brands that want to reach large upscale adult audiences. With the creation of the Scripps Lifestyle Studios, we are making moves to ensure that we deliver that same audience across the broadest possible range of our own platforms and those of our partners.”

“Advertisers turn to us because of our unmatched ability to deliver high-quality audiences who want ideas, information and inspiration about home, food and travel,” said Neil. “With the Scripps Lifestyle Studios, we’re going to be able to reach even more people with high-quality original content designed specifically for the platform on which it is delivered.”