The big, expensive research piece examining the demand for a home improvement network surely would impress the E.W. Scripps Company board of directors and help launch Home and Garden Television, Ken Lowe and Frank Gardner thought.
The board had agreed to spend $25 million on the launch of HGTV, but wanted to see some research on the proposal. So, Lowe and Gardner hired a firm for $75,000 to do a study.
“And the piece came back and said, ‘this is the worst idea ever, Home and Garden Television is the worst name ever, and it’s going to be a dismal failure,’ ” Lowe said. “So, I said, ‘Frank, this is awful, what are we going to do with it?’ ”
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