06/14/19: Cynopsis Special Edition – Summer Lifestyle

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20% Share of Adults 25-54 & Women 25-54

 

Top 4 Networks for Women :  #1 ID.  #2 HGTV. #3 FOOD NETWORK. #4 TLC

#1 Network for Men:

Discovery Channel

 

Real Life Builds Real Business
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DIY Network. Cooking Channel . Motor Trend. For more, visit https://corporate.discovery.com/cynopsis-source/
Cynopsis Presents:
Cynopsis Special Report: Summer Lifestyle

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Cathy Applefeld Olson
 
 
Warm days. Chill vibes. And the opportunity to embrace that home renovation project, plan that dream vacation, try a new culinary and fitness regimen, or simply sit back and escape your daily routine by tuning into how the other half lives. Summer is here and lifestyle programming has never been hotter as the genre broadens from defined verticals to programming centered around passion points.
 
“At one time in our history, ‘lifestyle’ was defined by different buckets such as beauty, fashion, design and food. Now it means great storytelling and characters across an array of genres,” says Rachel Smith, SVP, development at Bravo, home to such fare as Top Chef, Project Runway, Vanderpump Rules, Below Deck, and the Million Dollar Listing and Real Housewives franchises.
 
“We like to say that if the rest of the world is Dorothy in Kansas, Bravo is Dorothy in Oz. In other words, Bravo represents escapist/aspirational lifestyle programming that viewers can relish while escaping the grind of real life,” Smith says.
 
The lifestyle star continues to glow at Discovery. “Traditionally when people refer to lifestyle it’s a euphemism for how-to and hobby, but now what lifestyle really means is people’s passions, things they want to learn more about and content that celebrates whatever their passion is,” says Kathleen Finch, chief lifestyle brands officer. “We love summer because so much of our content anyway is all about families and the outdoors, so we embrace the idea of having the season reflected in our programming.”
 
Among this year’s seasonal festivities is a double-down on pool programming on HGTV, where the “Saturday Night Pool Party” features new series hosted by Mario Lopez and Christina Anstead (formerly El Moussa), respectively. The network also will be premiering new episodes across its Sunday night beach-focused lineup of Mediterranean Life, Hawaii Life and Beachfront Bargain Hunt. Food Network and TLC will sweeten the wedding pot, including the new Wedding Cake Championship on Food, hosted by figure skating luminaries Tara Lipinksi and Johnny Weir. “They might sound a little unusual for us, but they are so fun and they have this huge social media following, and they add a whole different element,” Finch says of the duo.

 

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DISCOVERY GO – OUR PORTFOLIO OF STREAMING APPS
17M Monthly Active Users
69% of Viewers are 18-49
 
UNIQUE AUDIENCE: 39% of GO users do not use the leading 5 ad-supported SVOD or AVOD Services
 
50,000 Episode Library of Iconic Full Season Shows plus Pre-Premieres and GO Originals
 
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Discovery GO. HGTV GO. Food Network GO. TLC GO. ID GO. OWN GO. Animal Planet GO. Source
 

Name Recognition

 

Whether they arrive at their lifestyle destination with an established following, or build a passionate fan base by sharing their passions, star talent is an integral factor in the lifestyle programming equation. This approach has been a cornerstone of the roster at E!, where viewers can get up close and personal with their faves via shows such as Keeping Up With the Kardashians and its voluminous spinoffs including Revenge Body With Khloe Kardashian, which returns this summer.
 
“Because celebrities are willing to share what their lifestyles are in our shows and how they improve themselves—and I think Instagram has had something to do with that too—that has become a bigger portion of our programming,” says Amy Introcaso-Davis EVP, development and production. “The way celebrities can connect with audiences now just makes it a closer connection.”
 
Welcome to the Neighborhood

 

Given the genre’s continued draw, it’s not surprising more and more programmers are planting markers in new lifestyle territory, expanding their existing terrain or both—across all platforms.
 
A+E Networks fortified its burgeoning “HomeMade” block of home improvement, DIY and decor programming with home makeover series Working the Room, which debuted in May and follows interior designers as they rescue overwhelmed clients to makeover rooms in need of transformation. Produced by A+E Networks, Sotheby’s Home, Propagate and Reach TV, three episodes of the series aired across A+E Nets’ platforms beginning May 9 on FYI and on A&E Saturday mornings beginning Saturday, May 11. Bespoke six-eight minute episodes also aired on short-form outlet Reach TV. “We’re excited to see these mini episodes gain traction in a totally new format for viewers,” says Lynnwood Bibbens, co-founder of Reach TV. 
 
Netflix came to the party with Tidying Up With Marie Kondo, which became a cultural hit and elevating the service’s lifestyle lineup including original home improvement series Amazing on the Inside, Somebody Feed Phil, Chef’s Table and new series Street Food, which shares stories chefs cooking up culinary delights on the streets of nine Asian countries.
 
While already ensconced in the lifestyle domain, E! is hanging a new shingle featuring Kardashians mainstay Scott Disick at one of his day jobs, revamping high-end properties. Premiering Sunday, August 4, Flip It Like Disick brings E! into the real estate vertical.
 
“We jumped at it,” Introcaso-Davis tells Cynopsis of the reaction when Disick approached E! with the concept. “He really is a beloved character on the network.” She says the show is not being positioned as a Kardashians spinoff, but rather its own brand. “It’s a much more formatted show; it really is its own thing,” she says.
 
The network is also re-embracing dating shows with the comedic Dating: No Filter. “It’s the first dating show we’ve done in a while,” Introcaso-Davis says. “It’s an area we haven’t explored for a while and I think we’ll be looking at other dating shows for sure.”

 

A CYNOPSIS MESSAGE FROM DISCOVERY
DISCOVERY ENGAGE
With over 17 Networks, Discovery Engage is the largest destination for audience targeting in cable television
 
            Active with 100 campaigns across 11 verticals with more than 50 brands
Over 100 proprietary active data segments in the Auto, Food, Travel & Home categories
 
Real Life Builds Real Business
Discovery Channel. HGTV. Food Network. TLC. ID. OWN. Animal Planet. Travel Channel.  Science.
DIY Network. Cooking Channel . Motor Trend. For more, visit https://corporate.discovery.com/cynopsis-source/
 

Something Old, Something New

 

Sticking with proven talent and concepts also is a key element to the Bravo blueprint. “We’re embracing known IP, especially with shows we feel can perform in primetime and out of primetime. Shows with a real nostalgia factor like Blind Date, which we’re rebooting,” Smith says. “We’re confident our audience will delight in seeing these types of shows back on the air with some ‘Bravo-fying’ of the original formats.” 
 
Similarly, Travel Channel this summer is bringing back Ripley’s Believe It or Not, and MTV recently scored big with the reboot of one of its most successful franchises with Jersey Shore: Family Vacation, season 3 of which will drop this summer. The network is also bringing back Floribama Shore for a third run.
 
Mixing familiar brands and new concepts is the formula at Journy, the travel-centric streaming service run by arts network Ovation that dives deep into location-based content such as series Chasing the Sun, season 2 of which it is co-producing, and Richard Ayoade’s Travel Man. “Almost every travel website, blog, board and brand is a ‘frenemy’… we really strive to be a—no travel pun intended—‘Switzerland,’” says Will Marks, Ovation’s SVP, business development & digital. “For example, we can syndicate content to almost any site, brand or distributor; conversely, we can acquire content from other travel brands and distributors/syndicators as well.”
 
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Only First-Run Episodes of our Very Biggest Primetime Shows in A Positions
Ads that run in Discovery Premiere shows have 46% more viewer engagement when compared to Broadcast Prime
 
Real Life Builds Real Business
Discovery Channel. HGTV. Food Network. TLC. ID. OWN. Animal Planet. Travel Channel. Science.
DIY Network. Cooking Channel For more, visit https://corporate.discovery.com/cynopsis-source/
 
Opportunity Abounds

 

With viewer appetites insatiable for content they’re passionate about, lifestyle content’s growth trajectory just keeps growing.
 
NBCU grew a new digital subscription service around its Bluprint (formerly Craftsy) brand, where for $15/month enthusiasts can access online classes in crafting and content in complementary lifestyle categories including fitness, decor, entertaining, music and photography. To boot, as part of the Bluprint strategy NBCU is developing an e-commerce model including an initial offering of supply boxes.
 
Spanish-language public broadcasting network HITN is feting the 10th anniversary of its health and wellness campaign, and also mining a transactional e-commerce model around its swelling linear and digital lifestyle content including Vida y Salud. On the horizon is a a new marketplace for goods and services as well as live health-related consultations.
 
“HITN is committed to nurturing and expanding its Vida y Salud brand. In addition to constantly replenishing and reinforcing its content, a variety of new offerings will soon be incorporated into its digital platforms,” Guillermo Sierra, head of television and digital services, tells Cynopsis.
 
Discovery is continuing to spin out live events to connect with fans. This summer will see a Ripley’s Believe It or Not activation at ComicCon, and the Say Yes To the Dress-inspired “Say Yes America” event, which will bring 50 brides—one from each state—to NY for a mass wedding in Central Park. Explains Finch, “We’re continuing to look at things we are covering in our programs and finding ways where we can touch the viewer personally.”
 
 
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