New Dish: Fine Living Rebranded As Cooking Channel

FLN

Scripps Networks Interactive has had such success with Food Network that it is effectively launching a spinoff, although not from scratch. The company's Fine Living Network is taking on the Cooking Channel moniker.

Food Network has exploded out of the gate in the new broadcast season with 18-to-49 ratings up 28%.

In contrast to some of the personality-driven series and reality shows on Food Network, the Cooking Channel looks to focus more on instructional, how-to programming. A VOD channel will accompany the re-launch.

Fine Living is in roughly half the number of homes as Food Network: 55 million. It has struggled -- another possible reason for its abandonment -- posting only $11 million in revenue, down 23%, in the second quarter of this year. The company said ratings were "lower-than-anticipated."

Some FLN shows dealing with cooking will migrate to the new network.

SNI CEO Ken Lowe states: "Food, as a television programming category, has grown significantly, creating a highly promising business opportunity for new programming and related ventures that will, in effect, super-serve" viewers.

Other SNI channels include HGTV and Great American Country. SNI owns 70% of the Food Network, and with its emphasis on so-called lifestyle media would seem a strong fit for the Travel Channel, which is currently being sold.

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