DIY Net, NBC's 'Today" Deepen Ties
Just in time for the spring gardening season, Scripps' DIY Network is linking up with NBC's "Today" for "America's Most Desperate Landscape Search," a new contest to find the country's worst yard. The morning show will feature the four most offensive yard-owners, giving the winner a makeover from DIY host Jason Cameron, who will appear in segments through May 8 as finalists compete in landscaping challenges.
The move is part of a growing partnership between the do-it-yourself cable network and "Today." Earlier this year, DIY premiered its "Today Show Tips," a compilation of the show's best home-improvement segments hosted by co-anchor Natalie Morales and Amy Matthew, licensed contractor and DIY host. Over the last year, DIY has grown its distribution to nearly 50 million households and boosted ratings by 50% in total day and prime time. Further, DIY says it is doing fine in the cratering economy as a slumping real estate market leads Americans to invest in improving their current homes instead of selling.
"The goal is growth, pure and simple," says DIY General Manager Kathleen Finch. "Our goal is not to make DIY something you need, but something you want."