The Scripps Networks Interactive lifestyle portfolio is composed of television and internet brands, including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel, and Great American Country, which together, reach nearly 170 million consumers in the US.
In Latin America, the company has had a presence for a little over a year and a half, and two years in Brazil. Eduardo Hauser, Managing Director at Scripps Networks Interactive for the Latin American and Caribbean explains that “The cable industry has matured a lot, but there’s still room to grow.” The executive added that, “Latin America is the region experiencing the greatest growth in the world.”
Upon discussing the general outlook for cable television in Latin America, Hauser expressed, “It is difficult to speak of a uniform region, because each country goes through its own cycle. Brazil is going through a bit of a contraction, yet Mexico seems to be starting a cycle of great growth. So it is important that we don't characterize Latin America too generally because each country has its own dynamics.”
The executive started his career in media in Venezuela, at Venevision, where he worked for 11 years. He later moved to AOL where he headed the service in Latin America. Hauser says that his experience in television and digital, in conjunction with brand strength and the company’s team, will help expand growth of the digital space.
“I come from the digital world. My last 10 years have been in the digital realm and we hope to leverage the company’s experience in the US [to grow in Latin America],” Hauser says.
Meanwhile, the executive emphasizes the importance of developing original productions in Latin America, “When we reach a sufficient level of maturity, we will continue working on our own productions. I believe this company has many valuable elements. We have achieved the formula to transform cooking into great entertainment,” in reference to the cooking shows featured by the company.
Hauser adds that “We recognize that the region has its own features and I believe we can achieve success comparable to that in the US with [original productions] in the region. That’s part of the strategy, but all in due time.”
One of Food Network’s original productions in Brazil is Cozinha na Laje, a program hosted by Pedro Benoliel. “This was one of the first productions we created in the country to meet ANCINE regulations,” Hauser explains. “Our aspiration is to continue developing [original content] and I believe the time will come when we can start using export quality Latin American talent, because currently, most of the talent that we’ve developed comes from the US.”