• by David Goetzl  @dgoetzl, May 6, 2011

Scripps Networks plans to refashion its Great American Country network by altering some of its programming mix, hoping to reverse a ratings slide and unimpressive revenues.

"We have a very interesting plan in place right now to develop some broadening (of) the content definition for GAC somewhat, and creating some original programming ... to help drive that business forward into the future," said John Lansing, president of Scripps, on an investor call.

What's key, per Lansing, is garnering higher affiliate fee revenue to fund the investments. Fees have been low or in some cases nonexistent, although Lansing said negotiations are ongoing to change that status. GAC is in 60 million homes.

By one measure, it has only been drawing an average of 24,000 viewers in the 18-to-49 demo in prime time this season, down 17%. Its revenue of $6.5 million in the first quarter was up about 1%, but Scripps' DIY network, which is in fewer homes, had revenue of $23.3 million, up 25%.

Viacom's CMT has moved away somewhat from its country music roots, although it does have bull riding and rodeo. GAC has tried to position itself as the true home for country fans.

Discovery Communications has been particularly aggressive in taking advantage of networks with notable distribution by overhauling them, although it doesn't appear that it will undergo as radical a change as some.

"We see total upside with GAC," said Scripps CEO Ken Lowe. "We see it as an opportunity ... we will be really migrating a little bit more to branded lifestyle content on that network. It's always been one of our goals. We just got, I think, some other priorities along the way. But it's great real estate."