Travel Channel is going places. Scripps Networks Interactive took full ownership of the cable net in February (the company acquired controlling interest in 2009), and on the itinerary are more fun and adventure. There are 35 new series and pilots in the pipeline, starpower in new programs like The Best Place to Be, produced by Queen Latifah and Shakim Compere at Flavor Unit, and themed content like crazy places and water-related “Dive In.” Courtney White, Senior Vice President of Programming, offers direction on where Travel is headed.
Cynopsis: What are some shows that best exemplify the new focus at Travel?
Courtney White: Viewers will be seeing a mix of ambitious adventure shows in the spirit of Expedition Unknown and fun, half-hour shows that travel the globe with a sense of humor and a big payoff.
Cynopsis: What was the process making the changes?
Courtney White: We will be piloting the vast majority of new titles and testing them on air to see how the audience responds. We will also be offering the audience some exciting new stunts like “Dive into Summer,” a water-themed block of great shows that premieres in June and Expedition Unknown: Hunt for the Yeti, a mini-series that will debut in October.
Expedition Unknown
Cynopsis: Has your digital strategy changed?
Courtney White: The digital strategy for TravelChannel.com is focused on providing fans a way to engage with their favorite brand content on any device at any time. We’re using all kinds of video, social media and the kind of content that helps people live the Travel brand – literally or vicariously.
Cynopsis: How would you describe your programming strategy?
Courtney White: Our strategy is simple: we listen to what our viewers want and deliver it to them in the form of fresh, fun, escapist new shows. We couldn’t be more excited to begin rolling out new titles that are such strong companions to Travel Channel’s stable of long-running hits. We’re proud to have so many successful titles on Travel, including Expedition Unknown, Bizarre Foods, Booze Traveler, Mysteries at the Museum and Hotel Impossible. Our development pipeline is brewing with several fun new shows fronted by dynamic talent that build on the success of existing hits our viewers like best.
Mysteries at the Museum
Cynopsis: What has advertiser response been?
Courtney White: In my conversations with Greg Regis (Travel Channel’s SVP Ad Sales) about what he’s hearing from advertisers, he shared that the advertiser response to our ratings growth and the stability in our schedule has been very positive. The ad community has always been very supportive of reaching the types of consumers who are particularly engaged with and motivated by true travel content. As our content team builds out a much more robust slate, our advertisers will continue to support our growth.
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