Scripps' FLN Adds New Originals, Acquisitions

Scripps' newly minted, Nielsen-measured Fine Living Network kicked off the upfront season a tad earlier with a presentation Wednesday of both the acquired and original programming that will be in front of its viewers through 2009 and into early 2010.Keying on the notion that its younger and upscale viewers are seeking programming that entertains and informs, FLN has added several new original series designed with life-enhancing elements for viewers."Our programming has to be fun to watch but [must] always provide a useful amount of take away for the viewer," said Chad Youngblood, FLN's senior vp and general manager. "We want you to be a little bit richer after watching us."The network's recently announced originals flow out of last year's successful launch of Whatever Martha, featuring hosts Jennifer Koppelman Hutt and Martha Stewart's daughter Alexis poking a bit of fun at the domestic diva's classic daytime series. New for 2009 is Wingman, hosted by Glamour columnist Michael Somerville, who will dispense some much-needed relationship advice. The show premieres Tuesday, Feb.10. Also on tap is Closet Cases, ready for an April 13 premiere, which features the guidance of style guru Lloyd Boston. FLN has already launched male-makeover show Groomed as well as Bulging Brides.Those series will be followed by The Last 10 Pounds Boot Camp on Jan. 26, environmentally focused Green With Envy on March 17, Outer Spaces, which focuses on outdoor makeovers on April 5 and several others throughout the spring.Along with the originals, FLN has snapped up franchise players The Biggest Loser and Queer Eye, which will be added to the net's broad slate of acquisitions featuring high-profile lifestyle talent such as Martha Stewart and Emeril Lagasse."This is about taking a network and stocking it with great brands," said Bob Baskerville, president of Scripps Emerging Networks. 'We want to bring the viewer in and make them stay."Youngblood said that FLN will achieve that stickiness with viewers by having acquisitions surrounding the new original series, which will hopefully appeal to a younger audience with burgeoning sophistication. "They're out of the frat house but not yet in the four-bedroom house," said Youngblood.As for what the network will bring to the upfront this spring, Youngblood highlighted four originals that included Bartender Wars, which features New York bartenders challenging patrons to try things they normally might not; Love Taxi, which has a taxi-driver shuttling a single woman through the streets of New York in search of potentially interesting men; Tough Love, which steps in to correct a subject's personal flaws; and 20 Year Reunion, a chance to literally go back to high school.In terms of how the upfront looks for FLN, execs said the ratings momentum enjoyed by Scripps Nets at the end of 2008 will serve them well into the early part of this year."We have a toolkit that we can offer clients focused on ROI," said Jonathan La Conti, vp, ad sales for FLN. "Things like our Smart Tips short-form content help drive integrations and sponsorships for a growing base of categories that now includes Beauty, Spirits and Movies."La Conti said the takeaway nature of FLN's new programming has also been a selling point for advertisers. "Anytime you can offer viewer benefit with advertiser benefit under the same wrapper, it's a home run."

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Scripps' FLN Adds New Originals, Acquisitions

James Cooper

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