Scripps to Launch HGTVkitchendesign.com
By Mike Shields
December 13, 2005
Scripps Networks will launch HGTVkitchendesign.com, the first of six planned broadband channels featuring niche video content, on Dec. 15.
The new Web-only video network, which will be programmed on a daily basis, will launch with a total of 200 videos. Six endemic advertisers have signed onto the new channel, including Kohler, Moen, Viking, Dupont, Whirlpool and Sherwin Williams.
Each advertiser is running a campaign which includes a variety of 15-and 30-second video ads and banners. Plus, these brands' images have been integrated within the site's "interactive kitchen planner," which allows users to virtual test various kitchen design schemes.
Scripps plans to promote HGTVkitchendesign.com through paid keyword ads on Google and Yahoo!, while also utilizing on-air mentions on various HGTV shows. Next year, the company says it will launch similar networks focused on Bath Design, Healthy Eating, and Gardening, among others.