Scripps Networks Interactive is using the Web to "enhance" its core TV programming by offering extra content tied to hits such as "Chopped" and "House Hunters," says Jon Steinlauf, senior vice president of advertising sales. That strategy also calls for keeping the full-length episodes unavailable online. The danger of streaming the shows themselves is that audiences "could stray and go someplace else, and we don't want them to," said Kathleen Finch, general manager of HGTV and DIY.

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