Unscripted

Scripps extends digital reach with global Lifestyle Studios unit

Scripps Lifestyle Studios, the social and digital production division of Scripps Networks Interactive, has launched a global unit in an effort to increase digital content production and develop a more diverse talent roster. The ...
July 26, 2017

Scripps Lifestyle Studios, the social and digital production division of Scripps Networks Interactive, has launched a global unit in an effort to increase digital content production and develop a more diverse talent roster.

The expansion will center on digital food, home and travel content for Scripps’ domestic brands, Food Network, HGTV and Travel Channel, and will extend to the company’s international operations in London, Warsaw, Singapore, Sao Paulo and Miami.

“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,” explained Derek Chang, head of international lifestyle channels for Scripps Networks Interactive, in a release.

For example, Food Network will expand its #FoodNetworkFinds series to the UK, where a new franchise titled Enchanted Eats will be produced and distributed globally.

Elsewhere, Lazarus Lynch, a young chef and culinary personality who has appeared on Food Network’s Chopped Junior and Beat Bobby Flay will shoot new episodes of Comfort Nation, featuring talent from various regions in the world.

Lynch (pictured) is a member of a global talent incubation unit, which Scripps launched in June, designed to develop the next generation of lifestyle talent and influencers.

The experts will be used across Scripps Lifestyle Studios’ social and digital platforms, as well as on-air. The group will also work with advertisers to help them reach new audiences using their original voices.

According to a statement from the company, by expanding into global markets, Scripps will be able to add talent to the incubation group who will bring unique perspectives to the food, home and travel categories.

“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,” said Vikki Neil, GM of Scripps Lifestyle Studios, in a statement. “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.”

The launch of the incubation unit and its global expansion is in line with Scripps’ efforts to boost short-form digital video production capabilities, with a particular focus on increasing the company’s social media and online engagement.

Scripps Networks’ global social media expansion will focus on key growth markets with solid early followings including the company’s Facebook footprint: Food Network UK, HGTV Poland,  Asian Food Channel, Food Network Brazil, and Food Network Latin America.

The news comes as Scripps Networks Interactive finds itself in the middle of acquisition rumors, with both Discovery Communications and Viacom reportedly pursuing a deal to acquire the Knoxville-based network group.

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.

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