Food Network parent Scripps Networks Interactive is building out new media brands to reach younger viewers who are less inclined than older generations to tune in to linear TV.
In September, Scripps Networks — whose other brands include HGTV and Travel Channel — launched Genius Kitchen, a streaming video brand focused on making food videos for people in their 20s and early 30s. With a website, apps for all the major mobile and connected TV platforms and distribution on Facebook and YouTube, Genius Kitchen is Scripps Networks’ attempt to reach younger people with food content that’s distinctly different from the half-hour and hourlong programming on Food Network’s cable channel.
“Food Network is a great anchor brand — it’s a household name,” said Vikki Neil, gm of Scripps Lifestyle Studios. “But as we were looking at the food category and the opportunities that are still out there, what we realized is that the space is still very large. All of the content that we continue to create for Food Network — and it’s so much on a daily basis — is not necessarily reaching everyone.”
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