Scripps lines up free Food in Italy

Scripps Networks Interactive is launching Food Network as a free-to-air channel in Italy. The channel will launch on May 8 as the first dedicated multi-platform food entertainment channel in the country.

To accompany the on-air offering, Food Network will launch a localised website featuring tested recipe collections, tips and food hacks. In addition to a social media presence on Facebook and Instagram to showcase exclusive clips and behind the scenes content.

Scripps Networks has appointed Viacom International Media NetworksPubblicita’ & Brand Solutions to represent Food Network’s advertising sales efforts for both linear and digital properties.

Scripps already operates its Fine Living lifestyle channel as a free-to-air network on the Italian digital-terrestrial platform. According ot the company, Fine Living grew its ratings in the country by 33% last year and achieved a 36% in total TV share.

Food Network will offer a mix of local original productions and flagship international shows across genres including culinary entertainment, competitions series and in the kitchen cooking techniques. In addition to original local commissions, which will be produced in Italian, all programming will be dubbed in Italian.

“The launch of Food Network in Italy, a key growth market for Scripps Networks Interactive, represents a significant milestone in the global expansion of this brand,” said Phillip Luff (pictured), managing director, UK & EMEA, Scripps Networks Interactive.

“Italy offers a rich and dynamic culture, where food is in people’s DNA, and Food Network’s unique and entertaining programming will engage the many millions of Italians who celebrate food.”