Scripps Networks Interactive (SNI) has announced that it is aiming to rebrand its Fine Living Network (FLN) as The Cooking Channel in 2010. The move will effectively shutter the seven-year-old Fine Living Network, with the rebranded channel moving to New York’s Chelsea Market, home to Food Network’s offices. As a result, 20 positions will reportedly be eliminated from FLN’s Knoxville, Tennessee office, with new positions to be created in New York. The new channel, which SNI says it hopes to launch by Q3 2010, is expected to incorporate current food-related programming from FLN as well as new shows geared towards the channel’s instructional slant.
‘We’ve seen an explosion of interest in food and cooking in America,’ said Kenneth W. Lowe, chairman, president and CEO of Scripps Networks Interactive. ‘Food, as a television programming category, has grown significantly, creating a highly promising business opportunity for new programming and related ventures that will, in effect, super-serve the vast number of media consumers who are passionate about food and cooking.’