Scripps Networks (NYSE: SSP) is serious about its online buys…last month it announced buying of Recipezaar for around $25 million. Now it announced that it is buying audio and video media sharing service Pickle.com and the user-generated content management platform that comes with it. Update: We’ve confirmed that the price is about $4.7 million.

SEE ALSO: Scripps Buys User-Gen Recipes Site Recipezaar; Reportedly Around $25 Million

Pickle, based in Washington DC, will help Scripps add these media sharing capabilities across their network of lifestyle sites. The site was launched to the public in June last year, and has been privately funded by the founders and outside angel investment. My guess is the price was in single digital millions The price is $4.7 million, and is mainly for the technology. More in release.

Deanna Brown, president of Scripps Networks Interactive Group, spoke at our LA Mid-Year digital media review panel two weeks ago..the audio from that panel is here.

Updated 2: Also, Scripps filed its 10-Q for Q2 today, and it confirmed the Recipezaar acquisition price we mentioned last month: $25 million. Also, some oncern at their two aquisitions at Shozilla and uSwitch (some of which the company addressed at the Q2 call): Its Q2 referral fee revenue was lower than the prior year period due to changing market conditions. Lower energy costs in UK have resulted in a softer switching market at uSwitch, it said. :We continue to push the expansion of uSwitch into other service categories, including personal finance and insurance. The vigorous competition for keywords in the search engine marketplace continued in the second quarter and resulted in modestly lower referral fee revenue at Shopzilla compared to the same period a year ago.”