Scripps Networks to Launch Fourth Major Brand: Fine Living, Devoted to the Finer Things in Life

Mon, June 26, 2000 by Tim Stautberg

Television And Interactive Web-Based Service Will Focus On Pursuing A Luxury Lifestyle While Saving TimeKNOXVILLE, Tenn., June 26, 2000 – Scripps Networks, one of the nation’s fastest-growing and most successful creators of unique brands for television and the Internet, today announced plans for its fourth major brand, Fine Living. Fine Living is a television network and an interactive Web-based service devoted to helping people explore their passions and interests in the finer things in life, while saving time in an increasingly hectic world. It will embody the affluent lifestyle – both for those who can afford it today and for those who aspire to it tomorrow.Fine Living joins Scripps Networks’ existing family of strong and successful brands, including Home & Garden Television (HGTV), the Food Network and Do It Yourself (DIY). “Scripps Networks has demonstrated an extraordinary ability to build successful brands by developing unique and compelling content around people’s passions,” said Ken Lowe, president and chief operating officer of The E.W. Scripps Company (NYSE: SSP), parent company of Scripps Networks. “We have been able to bring ‘lifestyle’ to life for millions of television viewers and Internet users. We expect Fine Living to continue this record of success, growth, and strong audience loyalty.” Tentatively scheduled to launch in the second half of 2001, Fine Living will cover five categories including: The Good LifeFine dining; cuisine; entertaining at home; wines and spirits  Personal Transportation & TechnologyLuxury cars/performance cars; motorcycles; auto amenities; transportation technology; motorboats; sailboats; yachts; private jets; airplanes; helicopters; personal technology Beautiful Homes & Real EstateBeautiful homes; interior design; landscape design; fine art; rare antiques; collectibles; smart homes; vacation homes; home electronics Exotic TravelTop resorts; exclusive adventures; five-star hotels; spas; health getaways Personal FinanceEstate planning; social and cause giving; planning for education and retirementIn the future, new categories may include personal wellness, cultural events, and high-end hobbies.The 24-hour network will feature a wide array of original programming, produced by Scripps Networks or acquired from domestic or international sources. In addition to the on-air content, Scripps Networks will be bringing Fine Living online, with an interactive Web-based service that will include content and streaming media that detail the finer things in life. The Web site will also feature a comprehensive personal concierge service to help users find the best of the best without wasting time.“We are living in a age marked by an incredible amount of disposable income, yet precious little time to enjoy it,” said Susan Packard, president of Scripps Networks New Ventures, which was established earlier this year to develop new brands and pursue growth opportunities. “This brand is designed to respond to the confluence of these two realities, to provide high-quality programming and an interactive Web destination to help our audience find the best products and services quickly and easily.”Fine Living is designed to appeal to all Americans, but the brand’s target audience will be the tens of millions of U.S. households with an annual combined family income of $75,000 or higher, in addition to households that have seen solid gains in net worth through the booming economy. The brand will predominantly focus on professional men and women who are adventurous, active, focused on quality and service, and tech-savvy. Fine Living will also appeal to a much broader segment of the population through high-quality aspirational programming. The network and Internet presence will be the ultimate trusted source for information and entertainment about the best quality experiences, products, and services available worldwide.Scripps Networks will seek analog, digital and direct broadcast satellite distribution for Fine Living, initially targeting select markets. Scripps Networks has demonstrated remarkable success in creating strong and popular lifestyle brands for television and the Internet. Founded in 1994, HGTV is now seen in more than 62 million homes and its affiliated Web site attracts an average of 14 million page views per month. The Food Network is seen in 48 million homes, and its affiliated Web site is attracting an average of 29 million page views per month. DIY, which launched in September 1999, is now available on DirecTV and EchoStar’s Dish Network and is in the process of rolling out on digital tiers of cable systems around the country. DIY’s Web site,, offers step-by-step instructions for more than 2000 projects.Scripps Networks will be launching and operating Fine Living with the help of a key global partner, Alliance Atlantis Communications, Inc. Alliance Atlantis anticipates the launch of Fine Living in Canada in late 2001 or early 2002. Alliance Atlantis is Scripps Networks’ partner in HGTV Canada, the Food NetworkCanada and DIY Canada. The company will be helping to secure the license for FineLiving in Canada, in addition to supporting distribution and further development of thebrand.“This partnership marks another successful television venture with Scripps Networks, which has proven to be a savvy creator of successful brands,” said Michael MacMillan, chairman and CEO of Alliance Atlantis Communications, Inc. “It is the perfect fit for Alliance Atlantis as we expand our established expertise and influence in the Canadian lifestyle television area.”About Alliance Atlantis Communications, Inc.Alliance Atlantis Communications, Inc. is a leading creator, producer, distributor and broadcaster of filmed entertainment with significant ownership interests in seven Canadian specialty television networks: Showcase, Life Network, History Television, Home & Garden Television Canada, Headline Sports, Historia and Series+. The Company's principal business activities are conducted through three operating groups: Television, Motion Pictures and Broadcasting. Headquartered in Toronto, Alliance Atlantis Communications, Inc. operates offices in Los Angeles, Montreal, Vancouver, London, Sydney and Shannon. The Company's common shares are listed on The Toronto Stock Exchange - trading symbols AAC.A, AAC.B and on NASDAQ - trading symbol AACB. The Company's Web site is Scripps NetworksScripps Networks, an operating unit of The E.W. Scripps Company (NYSE: SSP), is one of the nation’s fastest-growing creators of original brands and content for television and the Internet. Its cable networks have nearly 110 million combined subscribers, a 17 percent increase from a year ago. Scripps Networks’ and Web sites are together attracting an average of more than 2 million unique visitors per month, and more than 43 million page views. The company recently completed a $12 million, 78,000-square-foot, expansion of its Knoxville headquarters and technical facility, which provides hosting capabilities for up to 1,500 Web sites and additional studio and production space. ###