A week after moving into Mexico, Scripps Networks Interactive is expanding its presence in Argentina in a bid to take a bigger bite out of the Latin American market.
The media company has announced the launch of Food Network on Argentinian cable provider Cablevisón. It will begin airing in the country as of Oct. 1, treating Argentine audiences to its slate of international fare, including shows like Cutthroat Kitchen and cooking competition Chopped (pictured).
Scripps has also commissioned a new Spanish-language original production called Locos x el Asado, which will be filmed and produced exclusively in Argentina for Food Network. The series will reveal the intricacies of how to master the Argentine asado, a renowned barbecuing method. Joined by family and friends, expert Argentine grill master Luciano “El Laucha” Luchetti will demonstrate how to perfect the technique, showing viewers how to prepare the fire, share his famous chimichurri sauce, and serve up some tips on how to cook the best Argentine meat, including how to roast an entire pig.
In a statement, Eduardo Hauser, Scripps’ managing director, Latin America and the Caribbean, said Argentina is a key growth market for the media company. According to eMarketer, Argentina has 11.1 million pay TV subscriptions, second only to Mexico, where Scripps also just recently launched Food Network on Mexican subscription TV service Totalplay. Mexico, according to eMarketer, boasts 19.1 million pay tv subscribers, with the entire region of Latin America set to hit over 78 million subscribers by 2019.
Scripps first made inroads into the region when it launched in Brazil in 2014, growing its reach across the region throughout 2015.