6 October 2014: Scripps Networks Interactive announced the launch of new linear channel HGTV in Asia during the ContentAsia Summit in Singapore in September. The launch in December this year marks the linear channel brand’s first outing beyond North America.Kathleen Finch, HGTV president, told Summit delegates that the Asia channel would include localised short-form content at launch, followed by long-form Asian versions of Scripps formats in 2015.HGTV Asia will be built around four categories, including renovation and construction programming, such as Property Brothers and Cousins on Call, and “wow” shows such as Extreme Homes. A third pillar is design shows, including The High Low Project. Another genre involves fantasy – people buying homes in amazing places, such as Hawaii or New York.“Voyeurism really plays into a lot of our programming,” Finch says. “The opportunity to see how other people around the world live hits a nerve,” she adds.While designed to be a network for women, the addition of renovation/construction brings men on board. “We were designed to be a network predominantly for women and we are still a network that resonates with women. But once we started with our renovation shows, where you see people swinging hammers and really making a big difference in a makeover that is not only about paint and new pillows but is all about knocking down walls and building new kitchens, we brought a tremendous number of men to the network,” she says.Surprise and tears – always happy tears, Finch says – are part of the appeal. “The home is such an emotional place... We treat the home and home renovation as something way beyond just makeovers. It really does change lives.”Finch says the channel in Asia will live alongside Scripps’ decades-old licensing and syndication business in the region. Scripps produces about 800 hours of original HGTV programming a year, and heads to Mipcom 2014 with more than 1,200 hours of new lifestyle and factual entertainment programming. “The good news is that, because we make so much content and we have such a vast library, we have plenty to go around,” Finch says.Syndication activity, in fact, is likely to increase with the appointment in September of Hud Woodle as vice president, international programme licensing and distribution. Woodle was previously involved in launching Food Network into Asia and was instrumental in integrating the Asian Food Channel into the Scripps Networks’ operation in Asia.Finch says HGTV/Scripps’ ownership of its content “enables us to be a better partner because we have so many rights”. Although the network “every now and then” gets involved in co-productions or takes format right, “for the most part what we like to do is own our content”.ContentAsia Issue Four