• by David Kaplan , January 14, 2005

Scripps Networks' Home & Garden TV has cultivated an online version called HGTVPro.com, which launched Thursday.

The site is considered the culmination of a decade-old dream of Ken Lowe, Home & Garden Television founder and now president and CEO of The E.W. Scripps Company, parent of Scripps Networks.

Jim Zarchin, Scripps Networks' president, said he anticipates the site will be popular with the more highly skilled do-it-yourselfers--a group that he says falls into the "prosumer" category of highly knowledgeable consumers and early adopters.

"HGTVPro provides 'prosumers' a high level of information before they undertake a building or remodeling project, and gives them the tools to more confidently communicate with their builder or remodeler," Zarchin says. "While it is a site for pros by pros, it still allows prosumers to 'peek over the fence' and better understand their builder's world."

Shortly after the successful launch of HGTV, Lowe saw the opportunity to bring professional-grade information to those in the building industry, and to do it with the same visual impact characteristic of Scripps' television networks--Home & Garden Television, Food Network, DIY Network, and Fine Living, as well as electronic retailer Shop At Home and country music network Great American Country.

"The broadband technology of today lets us deliver information to the building trades in a way it could not be done before," Lowe said. "Rich video content allows HGTVPro to bridge communications gaps by providing information visually--the way most people learn best."

The majority of the information is delivered in both video and downloadable print formats, to ensure accessibility. HGTVPro launches with more than 100 videos and articles available, with plans to add to and refresh the content regularly. Spanish-language versions of many of the elements will be added by mid-year, and a companion HGTVPro e-newsletter will be distributed bimonthly free to opt-in subscribers. So far, more than 100,000 building trade professionals and 500,000 home enthusiasts have already registered to receive the newsletter, a Scripps spokesman said.

Zarchin said he expects to lure online sponsors within a few weeks.