• by Wayne Friedman , December 10, 2015

Scripps Networks Interactive is launching a new content development division for advertisers -- Scripps Lifestyle Studios, which will be led by Vikki Neil, who will be its division’s SVP and general manager. 

Neil will head content production across multiple platforms, including social media, apps, Web sites and third-party digital media outlets.

Content creation for marketers will include video, photography, social, live digital events, and written editorial.

Scripps Lifestyle Studios will operate physical locations through the Food Network Kitchen in New York City, and the HGTV Studio in Knoxville, Tennessee.

In particular, the Food Network Kitchen will become a big creation area for marketing -- producing food-related content on a daily basis for the company’s own digital platforms, as well as third-party services including Snapchat, Facebook and Periscope.

Initial content efforts for Scripps Lifestyle Studios efforts will include, for its linear and digital platforms, “HGTV Happy,” a series of helpful short videos; and “Foodie Call”, where Food Network Star winner Justin Warner will address food trends and do interviews.

Scripps says: “Deeper integration of advertisers into authentic storytelling will enable clients to reach high-value audiences on the digital platforms they love, and to translate that engagement into deeper connection and transactions.”