We Know, You Just Watch It With Your WivesBut new HGTV programming reaches beyond net’s upscale female core 2/20/2012 12:01:00 AM Eastern
HGTV prides itself on its upscale female audience, but a
portion of the 800 new hours that the network will premiere
in 2012 are series aimed at reaching new groups of viewers.
Though HGTV’s viewership is 65% female, the Scripps-owned
network has been expanding its male
appeal with the weekly programming
block “The Guys of Wednesday Night,”
which features male-hosted series Kitchen
Cousins, Property Brothers and Income
Property. In late 2012 or early 2013, the
network will add Scoring the Deal, which
follows the “Jerry Maguire of real estate,”
Jason Abrams, as he serves a client list
of professional athletes as they relocate
after a trade or search for a second home
in the off-season.
Network executives saw Scoring the
Deal, which will also feature the wives
or girlfriends of players, as having appeal
“It’s sort of got the best of both worlds,”
says Freddy James, HGTV senior
HGTV is also building out its appeal to advertiser-coveted young
moms by casting more series that focus on parents and families. In addition
to the returning Home by Novogratz and House Hunters on Vacation,
the net will debut Mom Caves (a spinoff of the DIY Network series Man
Caves) on Mother’s Day, May 12. Hosted by Howard Stern’s wife, Beth,
the series helps moms carve out a space of their own in their houses.
The network is also working on the pilot Real Estate Moms, about
three mothers from the wealthy North Shore area of Chicago who go
to work for the same real estate firm as they juggle their family lives;
HGTV will also be bringing back the family-friendly My Yard Goes
Disney for another season this summer, and the new one-hour special,
My House Goes Disney.
“That’s who [our] advertisers’ consumer is,” says Donna Stephens,
HGTV senior VP, ad sales. “It’s very important to us to be able to speak
directly to them in our programming.”
HGTV will also premiere plenty of new programming for its core
audience, launching a new edition of
its popular Selling New York and Selling
LA franchise with Selling London, which
will premiere in advance of the Olympic
Games in London this summer as an
eight-episode limited series.
Other new series include Million Dollar
Rooms, featuring host Carter Oosterhouse
touring spaces where homeowners have
spent $1 million on a single room. Thirteen
half-hour episodes will premiere in
the second quarter. Also in the second
quarter comes Celebrities at Home, hosted
by Entertainment Tonight’s Nancy O’Dell,
who tours houses of the famous with an
eye for how they design their spaces.
And HGTV creates Tuesday-night appointment
viewing for Design Star fans,
centering around the new season of the
competition series, which returns May 29. First, new spinoff The
White Room Challenge, based on a popular Design Star challenge, premieres
in the time slot April 24. Then Design Star takes over, and after
the finale, the series Design Star: All-Stars brings back fan-favorite
contestants who did not win for a four-episode run. After that, The
White Room Challenge will return.
“When you create content that has some thread, you can get people
to come back every week for that hour,” says Jon Steinlauf, executive
VP, ad sales, Scripps Networks Interactive.