To Goose TV Audience, Scripps Uses the Web
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The people behind Food Network and HGTV would rather hack off their fingers than allow current episodes of “Chopped” to surface online — even if today’s TV audiences have a taste for it.
To satisfy their appetites — and still preserve the quality of their programs’ TV ratings — executives at Scripps Networks Interactive are reviving an old-school idea: They’re creating ancillary material related to their viewers’ favorite programs and making it available for web viewing and mobile use, while keeping the program itself in its original boob-tube environs.
With so many TV shows being made available for online streaming, viewers “could stray and go someplace else,” said Kathleen Finch, general manager of Scripps’s HGTV and DIY cable outlets, “and we don’t want them to.”
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