HGTV, Food Network, and Great American Country aren’t the first channels that come to mind when one thinks about programming for millennials. But following an agreement announced this morning, the Scripps Networks Interactive channels will be part of the package that Dish Network is assembling for its planned broadband video service that will target young viewers who want a low-cost alternative to the full pay TV bundle that many consider to be too expensive. The companies agreed to a multi-year contract renewal that will add DIY Network and Cooking Channel to Dish’s “America’s Top 200″ package, and give the No. 2 satellite company additional opportunities to offer Scripps’ services on its video on demand (VOD) offerings and TV Everywhere streaming platform for subscribers both in and out of the home.
“We are committed to making our lifestyle content available to consumers wherever and whenever they want it,” Scripps CEO Kenneth Lowe says. “This first-of-its-kind OTT [for ‘Over The Top,’ industry jargon term for the Internet] deal for Scripps Networks Interactive enables us to reach even more people through Dish’s innovative services.”
The announcement doesn’t go into financial details. But, interestingly, it says that Dish has “multi-stream” rights to Scripps’ live and VOD programming. Dish Chairman Charlie Ergen has said that the new broadband service likely will offer a single stream, preventing families from using it to watch different channels on different TVs or devices at the same time. Dish has to be careful to ensure that the new offering attracts non-subscribers — without tempting people who buy the full pay TV bundle to trade down to save money. The new service is expected to initially cost about $30 a month and offer about 30 channels to no more than 5M subscribers. Disney agreed in March to offer channels on the planned platform, followed in August by A+E Networks.