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Scripps to Launch Its First Broadband Channel, HGTV KitchenDesign

Scripps Networks announced that this week it will launch a trial of HGTV KitchenDesign, the first of its targeted broadband channels, before going live at the beginning of January with more than 200 streaming videos on design trends, kitchen fixes and room-makeover tips, MarketingVOX reports. HGTVKitchenDesign.com will include various related interactive tools to enable users to personalize, plan and share ideas and projects.

“By providing content that appeals to a whole new audience and introducing them to our established brands, we are creating demand for our networks and for the broadband service that our cable operator partners provide,” said John Lansing, president of Scripps Networks, said in a statement.

Typical broadband packages on HGTV.com and Scripps’s other websites - including FoodNetwork.com, DIYNetwork.com and FineLiving.com - feature five or six videos, Scripps said it intends the HGTV KitchenDesign channel to be the deepest, richest broadband resource available in the lifestyle category.

HGTV KitchenDesign’s tools will include an online designer that allows users to recreate their existing or a new floor plan, including in it their current or desired appliances and features; a video viewer that allows users to simultaneously receive further information about an idea or a product as the video plays; and applications that allow users to save and share information about their kitchen design plans and products or services they have found useful.

The new broadband channel is the first of several verticals that Scripps plans to launch over the next two years. The others, too, will be related to lifestyle and reach tightly targeted affinity groups, including Hispanic programming.