HGTV and HSN have launched
a cross-brand initiative that stretches from t-commerce to original digital content. Under an umbrella HGTV Home Outdoor Living, HGTV personalities will appear on the shopping network to pitch
products from plants to lighting to garden tools.
Some original content is expected to appear on both the online and on-air platforms of HSN and HGTV, while there are “digital storefronts” on an HGTV microsite and HSN.com with “how to” content. HSN has been trying to build online sales. A “Products” link on HGTV.com serves as an entry point to the micro-site.
Bill Brand, chief marketing and business development pfficer for HSNi, stated that the arrangement allows the electronic retailer to “extend our marketing reach to new audiences.”
The initiative launches just before the spring when gardening and other home improvement activities can take off.
Last year, HSN CEO Mindy Grossman said the company wanted to turn its Web site into an “experiential” platform and it launched casual games.
The company said that nearly 40% of its business comes from digital platforms.