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DIY Adds More Local Stops to Initiative

Cable World, Nov 11, 2002

Byline: SHIRLEY BRADY

Think big, act locally. That philosophy has helped the Scripps-owned DIY Network strike gold with its "DIY Local" initiative.

Since launching in April in nine markets where Scripps owns broadcast stations (plus NBC's WCAU station in Philadelphia), the half-hour of localized DIY content has spread like kudzu. In August the network expanded to 14 new stations, bringing the DIY content to approximately 21% of U.S. households. Thanks to distribution agreements for January launches, DIY Local will soon reach about 30% of U.S. households.

"We've now signed up 31 stations, and we'll be going to NATPE to meet with more stations there," says DIY president Jim Zarchin.

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The exposure boosts DIY's brand awareness beyond the more than 12 million homes where it's now available on cable and satellite, and it fosters a demand in markets where it's currently not available.

Participating stations air a versions of the network's Ask DIY series under a local title, with local on-air hosts and content.

THE NEXT QUESTION:

*Will Scripps try to create local versions to promote its other networks?

Technology Industry

DIY Adds More Local Stops to Initiative

Cable World, Nov 11, 2002

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