By Ryan Lannum & Aaron Sortal

Brief History [1]

Scripps Networks Interactive began in 1878 when Edward W. Scripps founded The Penny Press in Cleveland, Ohio. Jump forward a 100 years and Scripps Networks Interactive began buying and building cable television systems, making it one of America’s largest cable operators, which was later sold to Comcast. In the 1990s, Scripps Network Interactive began building their media network. After the purchase of Cinetel Productions, a Knoxville-based cable creator, it launched HGTV in 1994.

[1] Source: WBIR-TV 10 Knoxville / Scripps Network Interactive

After the launch of HGTV, Scripps Networks started more lifestyle networks including: Food Network (1997), DIY Network (1999), Fine Living Network (2002), Great American Country (2004), and Travel Channel (2009). The organization describes itself as a “niche broadband [of] channels that extend the core brands’ presence on the Internet with advertiser-supported, on-demand content” (Scripps Networks Interactive).

In 2007, the board of directors decided to split The E.W. Scripps Company into two publicly-traded companies. One of the organizations would concentrate on national television lifestyle brands and the other focus on innovative and enduring local media businesses.

Financials

Scripps Networks Interactive, Inc. has done very well financially the last few years.  At the end of 2015, Scripps’ revenue totaled $3.02 billion, with a total net income of $606.83 million [2].  This is a great increase from the previous years, as its 2014 net income totaled 545.28 million, and its 2013 net income totaled $505.07 million.  Their total net incomes are increasing at a steady rate, and will likely continue in the coming years.  While their stock price is lower than it was five years ago, it being at $70.06 now and 76.50 then, it has increased greatly in the past year, with the price being only $59.04 in November of 2015.

In the fall of 2016, Scripps Networks reported a 6.6 percent increase in advertising revenues, which totaled to a $477.5 million in advertising revenue during the quarter [3]. This jump in advertising revenue also added to five of the six networks having a ratings boost.  Focusing on ads that connect to the demographics that watch their channels resulted in tremendous success both in viewership and in revenue. The need for advertising revenue caused a major problem when it came to a subscription video on demand service deal with Netflix.

Netflix Deal Not Renewed for a New Season

During the fall of 2016, Burton Jablin, Scripps Networks Interactive’s COO, announced the organization would not be renewing its digital distribution deal with Netflix on the company’s quarterly earnings conference call [5]. This isn’t the first-time Scripps Networks Interactive has ended a subscription video on demand deal with a media distributor [6]. In February 2013, Scripps Networks Interactive had a deal with Amazon. That deal ended in March 2014. This prompted the Netflix and Scripps Networks Interactive deal that ended this past November. According to a Variety.com article, Scripps Networks could have lost about $11 million of licensing revenue from Amazon [6]. Unlike the deal with Amazon, the CEO of Scripps Networks Interactive, Kenneth Lowe, commented on the company’s decision to leave Netflix. Lowe stated that a major reason for leaving Netflix was the loss of advertising dollars [7], which brought-in roughly $445 million dollars in revenue during the last quarter [3]. Jablin said in a Variety.com article: “In the end, it really is not the kind of dual-revenue model that best monetizes our content over the long term” (Spangler). [8] Over the past couple of months, Netflix has removed content from its database because the company wanted to create room for its original content. All of Scripps Network’s shows will not be removed until the end of the year [7]. Some of the shows that are being removed are: “Cupcake Wars,” “Chopped,” and “Man v. Food.”

AT&T Long-Term Distribution Agreement

In September of 2016, Scripps Interactive reached a deal with AT&T, in which they agreed for a continuation of distribution of Scripps Networks for DIRECTV [10].  This deal will be made for multiple years, ensuring that DIRECTV will continue its widespread distribution of the Scripps Network channels.  They also agreed to include Scripps Networks on DIRECTV’s streaming service, DIRECTV NOW.  Programs on channels such as HGTV, Food Network, Travel Channel, DIY Network, Great American Country, and Cooking Channel are included to be distributed through this deal.

As DIRECTV has over 20 percent of the market share of cable providers in the US, this deal will assist in allowing Scripps Networks’ programs to be distributed to as many people as possible [11].  DIRECTV is also expected to grow in market share in the next decade, so this deal will continue the great relationship Scripps has with AT&T.  With DIRECTV NOW launching at the end of November, it will also allow people whom prefer to stream their content the chance to view Scripps Network shows [12].  The portability of DIRECTV NOW will allow its customers to view Scripps Network shows at anywhere at any time, which will increase the flexibility and make it more likely that the shows will be viewed a lot more often than before.  DIRECTV NOW is also a lot cheaper alternative to established cable packages, so the low cost may also bring in a lot more viewers, in which can increase Scripps’ revenue and exposure.

DirecTV NOW Informational Video [13]

Pluto TV Financing

Pluto TV is a television platform launched in 2014, which is solely internet-based [14].  They play content from over 75 different partners, including NBC, Bloomberg, Sky News, and Paramount Pictures [15].  The format is basically the same as a television network, as the programs are played in different time slots, as opposed to letting the viewer decide what they want to watch whenever they want to watch it.

In October of 2016, Scripps Networks participated in a $30 financing round, which was led by ProSiebenSat.1.  With this participation, this will allow Pluto TV to air a great amount of Scripps’ content, giving more exposure and potential revenue as a result.  Pluto TV is also available for free, so even people without cable can have access to Scripps’ content.  With this plus the AT&T deal involving DIRECTV NOW, it can definitely be shown that Scripps Networks is investing a lot of money into online streaming services, as they can see the market for internet-based content is growing every year.  If regular cable tv ends up being less popular and streaming services become the most used service to access television, Scripps will be ahead of the change and be able to retain and potentially gain a lot of revenue for the future.

Pluto TV Advertisement[16]

Sources

[1] Scripps Networks Interactive. “ History.” History | Scripps Networks Interactive, www.scrippsnetworksinteractive.com/our-company/history/.

[2] “SNI Income Statement – YahooFinance.” Yahoo! Finance, Yahoo!, finance.yahoo.com/quote/SNI/financials?p=SNI.

[3] Littleton, Cynthia. “HGTV, Advertising Gains Power Scripps Networks Interactive’s Q3 Earnings.” Variety, 7 Nov. 2016, variety.com/2016/tv/news/scripps-networks-interactive-q3-hgtv-travel-channel-1201911392/. [3] Littleton, Cynthia. “HGTV, Advertising Gains Power Scripps Networks Interactive’s Q3 Earnings.” Variety, 7 Nov. 2016, variety.com/2016/tv/news/scripps-networks-interactive-q3-hgtv-travel-channel-1201911392/.

[4] Sebastian. “How to Watch Netflix While Abroad .” TigerVPN Blog, 4 May 2016, blog.tigervpn.com/howtowatchnetflixwhileabroad/.

[5] Szalai, Georg. “Scripps Networks Won’t Renew Netflix Deal, CEO Says ‘We’Re Big Enough.’” The Hollywood Reporter, 7 Nov. 2016, www.hollywoodreporter.com/news/scripps-networks-wont-renew-netflix-deal-ceo-says-were-big-944709.

[6] Spangler, Todd. “Amazon Drops Discovery and Scripps Shows, with Scripps the Bigger Loser.” Variety, 26 Mar. 2014, variety.com/2014/digital/news/amazon-drops-discovery-and-scripps-shows-with-scripps-the-bigger-loser-1201147369/.

[7] Faulkner, Trisha. “Netflix Loses Scripps Networks Interactive Contract: Say Goodbye To HGTV, Food Network, Travel Channel, And More.” The Inquisitr News, 12 Nov. 2016, www.inquisitr.com/3709928/netflix-loses-scripps-networks-interactive-contract/.

[8] Spangler, Todd. “Netflix Losing Food Network, HGTV, Travel Channel Shows at End of 2016.” Variety, 9 Nov. 2016, variety.com/2016/digital/news/netflix-scripps-food-network-hgtv-travel-channel-shows-1201913874/.

[9] “AT&T.” Computer Sciences Corporation, CSC, www.csc.com/global_alliances/alliances/112505-at_t.

[10] “Scripps Networks Interactive, AT&T Sign Long-Term Multi-Platform Distribution Agreement.” Nasdaq GlobeNewswire , GlobeNewswire, 22 Sept. 2016, globenewswire.com/news-release/2016/09/22/873822/0/en/Scripps-Networks-Interactive-AT-T-Sign-Long-Term-Multi-Platform-Distribution-Agreement.html.

[11] Munson, Ben. “Top 9 Cable, Satellite and Telco Pay-TV Operators in Q1: Ranking Comcast to TWC to Charter to Cablevision.” FierceCable, 11 May 2016, www.fiercecable.com/special-report/top-9-cable-satellite-and-telco-pay-tv-operators-q1-ranking-comcast-to-twc-to.

[12] Rogowsky, Mark. “Is DirecTV Now The Video Service Cord Cutters Have Been Waiting For?” Forbes, Forbes Magazine, 29 Nov. 2016, www.forbes.com/sites/markrogowsky/2016/11/29/is-directv-now-the-video-service-cord-cutters-have-been-waiting-for/#7781ae8330ef.

[13] CNET. “DirecTV Now Offers 100 Channels of Live TV Starting at $35 a Month.” YouTube, YouTube, 28 Nov. 2016, www.youtube.com/watch?v=040r9p0oijk.

[14] “What Is Pluto Tv?” Pluto TV, Pluto TV, corporate.pluto.tv/.

[15] Pham, Alex. “Pluto TV Lands $30M Financing From Scripps Networks And ProSiebenSat.1.” Forbes, Forbes Magazine, 12 Oct. 2016, www.forbes.com/sites/alexpham/2016/10/12/pluto-tv-lands-30-million-financing-from-scripps-networks-and-prosiebensat-1/#16d668db4e3f.

[16] PlutoTV. “Pluto.TV: Watch What’s Possible.” YouTube, Pluto TV, 31 Mar. 2014, www.youtube.com/watch?v=atNBbc6ofiE.