• by David Goetzl  @dgoetzl, October 12, 2011

Scripps Networks’ Cooking Channel functions as both a way to skewer the competition and try out some new recipes. The network allows Scripps to buy shows that might end up elsewhere, while serving as a place to test programming that could be moved to the more prominent Food Network, according to Brooke Johnson, the chief of both Scripps outlets.

“It gives us a bigger appetite for programming, so we can keep shows away from the competition,” Johnson, the Food Network president, said this week.

Scripps converted its Fine Living Network to the Cooking Channel last year, giving it more shelf space in the ever-growing food category. Cooking Channel’s programming is drawn from three arenas: originals; acquisitions, notably international ones; and from the Food Network library.

In addition to allowing it to possibly keep a show away from a TLC or other hungry network, this can also serve as a tasting kitchen. Johnson cited “Heat Seekers” as an example of a show that moved to Food Network.

“That incubator role is another big plus for us,” she said at an investor event.

Scripps, with some incentives for operators, was able to flip Fine Living’s distribution in 57 million homes over to Cooking Channel.

Scripps Networks President John Lansing said advertising is growing on the network, with CPMs coming in at 85% of what Food Network charges.

Food Network is adding to its consumer products buffet, with a recently released line of wines produced by a California vineyard. While they are money-makers, they also bring the network brand -- which has received a boost from its eponymous magazine -- into new areas.

“The beautiful thing about the brand extensions is this virtuous cycle of cross-promotion and cross-monetization,” Johnson said.

A multiplatform deal with Kellogg had the company running tidbits on Food Network promoting a cracker brand and the network’s wine. “An advertiser is paying us to advertise our product,” Johnson said. “I mean, it’s such a beautiful thing.” Kellogg also funded in-store displays for the wine.