Scripps Networks pulled the curtain up on a new social network Monday, placing a bet that interior design enthusiasts who watch its HGTV cable network will want to form an online community. The site is called Rate My Room and it lets the TV audience connect online and discuss remodeling, budgets, and future projects. Viewers can write ratings and reviews, post to various forums, and upload photos of their remodeling projects. Scripps will also tap digital photos, news, and reviews from the site and repackage it for TV broadcasts such as the channel’s Design on a Dime series.
When it came to establishing its online community, Scripps turned to social network solutions company Neighborhood America. Looking for a possible trend in the making, Red Herring highlighted Scripps’ decision to maintain control of the site, as opposed to seeking an outside content host like Brightcove or MySpace.
Over the past year, Scripps’ growth has largely depended a great deal on its digital and cable properties, while its newspaper group has suffered with industry-wide circulation and attendant ad revenue declines. During its recent earnings announcement, the company noted that it would tilt its investment from its newspapers – even considering a sell-off – and concentrate more on developing the kind of media initiatives such as Rate My Room. This particular initiative is likely to produce several TV programming ideas, a Scripps spokesperson told ClickZ. As for advertising, Rate My room launched with run-of-site advertisers, with opportunities for two banners. Release.
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