SNI To Launch DIY, Cooking Channel Web Shows, Partners WIth Twitter

Continuing the C-list celebrity circus that is the NewFronts, Bobby Flay, Vanilla Ice, and Rev Run (of Run-D.M.C. fame) helped Scripps Networks Interactive woo the pants off ad buyers on Wednesday.
 
Among other offerings, SNI showed off “Star Salvation,” an online series that will run parallel with Season 10 of “Food Network Star,” and give contestants a second shot at the show’s title.
 
DIYNetwork.com will soon be home to “Ice Goes Digital,” starring Vanilla Ice (a.k.a., Rob Van Winkle), and “Rev & Justine,” featuring Rev Run and wife Justine Simmons.
 
The Cooking Channel, meanwhile, is getting two new Web series: “Two Top,” featuring people and places where food and pop culture intersect, and “Fodder,” which will highlight the funnier side of food.
 
“We’re making a big investment to be the leader in digital,” Beth Lawrence, executive vice president of digital ad sales for Scripps Networks Interactive, said prior to the network’s presentation on Wednesday afternoon.    
 
Scripps Networks also announced a partnership with Twitter Amplify, which helps brands align their messages with real-time social TV conversations. Per the partnership, Scripps plans to tweet video clips to Twitter followers during live broadcasts of shows like “Guy’s Grocery Games,” “Cutthroat Kitchen,” “The Kitchen” and “Great Holiday Bake-Off.”
 
Scripps properties include HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel, Great American Country and ulive.
 
Scripps said its digital properties -- including FoodNetwork.com, CookingChannelTV.com, and Food.com -- reach a combined monthly audience of about 40 million.

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