Knoxville, Tenn-Scripps Lifestyle Studios, the digital division of Scripps Networks Interactive, is expanding its efforts internationally with a focus on digital marketing, global content production, and diverse talent development. The initial expansion of Scripps Networks’ digital production capabilities for popular domestic brands Food Network, HGTV, and Travel Channel extends to the company’s international operations in London, Warsaw, Singapore, São Paulo, and Miami.
“At Scripps Lifestyle Studios, we create digital content with the goal of appealing to all regions and including unique perspectives on food, home and travel. This global expansion will allow us to diversify our lifestyle content with fresh influences from international staff and talent, and to create new opportunities for international business partners.” said Vikki Neil, General Manager of Scripps Lifestyle Studios.
Derek Chang, Head of International Lifestyle Channels for Scripps Networks Interactive, added: “The global expansion of Scripps Lifestyle Studios will allow Scripps Networks to quickly scale a greater global presence for our premier brands, using local expertise to accelerate the creation, distribution, and monetization of the content while helping source additional content and to identify fresh new talent.”
New global digital series in production are designed to boost reach and accelerate global audience. Acclaimed chef and Scripps Lifestyle Expert Lazarus Lynch will shoot new episodes featuring talent from various regions around the world for the social franchise “Comfort Nation.” Food Network will expand its popular social series Food Network Finds to the United Kingdom where a new digital franchise entitled “Enchanted Eats” will be produced and distributed globally.
Scripps Networks’ international division distributes seven lifestyle entertainment brands including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel, Fine Living and Asian Food Channel. The lifestyle channels, together with the TVN portfolio of channels, collectively reach 300 million households in 175 countries and territories across Europe, Middle East, Africa, Asia-Pacific, Latin America and the Caribbean.
Scripps Lifestyle Experts, the company’s new global talent incubation unit launched in June with more than 50 influencers from all over the world, will continue to develop the brightest and best lifestyle experts. With the expansion into global markets, the group will add new and exciting talent from social and digital media platforms, bringing globally rich and unique perspectives to the food, home and travel categories.
The lifestyle experts will be used across Scripps Lifestyle Studios’ extensive social and digital platforms, as well as on-air. The group will also work with advertisers to help them reach new audiences through original and authentic voices.