Close-Ups on the Second Coming of Scripps Networks

The Big Message: Scripps Networks has a channel in its stable that advertisers can use to reach out and impact specific communities. In the year ahead, a trio of services will push original content to connect deeper engagement: Ion Television among fans of women's sports, Bounce TV among African Americans and Scripps News (formerly Newsy) for people seeking unbiased, quality journalism. "We're leaning into the connection consumers crave," noted Adam Symson, Scripps Networks President and Chief Executive Officer.

Hosts: Various Scripps Networks and E.W. Scripps senior executives had their turns in the role, starting with Symson and wrapping with Tony Song, E.W. Scripps' new Head of Network Sales and Advanced Television. Also on hand: Kate O'Brian and Brian Lawlor, respective Presidents of Scripps News and Scripps Sports; Brian Norris, Executive Vice President/Chief Revenue Officer, and Keisha Taylor Starr, Executive Vice President/Chief Marketing Officer

What Worked: A pair of extended panel discussions giving attendees an up-close and personal take on Ion and Bounce TV's near-term agenda. Ion's expanded coverage of women's sports was the subject of one panel, featuring National Women's Soccer League Commissioner Jessica Berman (well-moderated by former ESPN/CBS Sports reporter Bonnie Bernstein, now head of Walk Swiftly Productions), with popular Bounce TV dramedy Johnson (back for season four August 3) showcased on the other panel with creator/co-star Deji LaRay on board (moderated by Angela Yee, host of syndicated radio program Way Up).

What Also Worked: Nice stand-up routine by Johnson co-star and comedian Earthquake (AKA Nathaniel Stroman). His humorous observations on urban street life were especially spot-on. Example: "Chicago has no homeless problem. The cold makes you find your family."

Data Points: The entire Scripps Networks roster is experiencing seven percent year-over-year growth so far in 2024, according to internal research. Viewership through smart TV sets, devices and multichannel bundles is on a greater growth trajectory -- 43 percent year-over-year. Ion, together with CBS, ESPN and Prime Video, will pay $240 million for NWSL coverage rights over the next four seasons, while 38 percent of NWSL regular-season games will run live on the league's own smart TV/bundle-distributed network, NWSL+, Berman disclosed.

News: Scripps News will premiere a number of new weekday/weeknight programs over the next few weeks, including NewsLine (exploring one topic in-depth per episode), National Report (featuring the impact of major national stories on local communities, and local issues picking up national attention), and news roundup America Tonight. Emmy-winning series In Real Life will present a set of episodes on the growing role of women in motorsports later this year. Mind Your Business, a new sitcom about a family owning an event-staging business in Chicago, premieres June 1 on Bounce TV.

Bonus Points: Near the end, 2020 Democratic Presidential candidate Andrew Yang, now co-overseer of the independent Forward Party, sat down for a lively interview with Scripps News anchor Lauren Magarino. Yang stayed for the post-presentation reception, where attendees had a variety of appetizers to munch. My favorites: short ribs on rice and chicken Caesar salad. On the way out, every attendee picked up an invite to catch a NWSL or WNBA game on-site this season gratis.

Parting Words: "We're undergoing a remarkable transformation. Your brands can capitalize on this movement. This is a movement, not a moment." - Brian Norris, E.W. Scripps Co. Executive Vice President/Chief Revenue Officer

"When you come to New York, you feel like you walked into an episode of Law & Order." - Johnson co-star Earthquake

"We don't lean left. We don't lean right. We're about news for and from the middle." - Kate O'Brian, President of Scripps News

Photo at top: The cast of Bounce TV’s hit series Johnson joins executives of The E.W. Scripps Company before the show (Left-Right): Earthquake (Johnson); Deji LaRae (Johnson); Brian Lawlor (President, Scripps Sports); Keisha Taylor Starr (Chief Marketing Officer, EW Scripps); Lisa Knutson (Chief Operating Officer, EW Scripps); Adam Symson (President & Chief Executive Officer, EW Scripps); Kate O’Brian (President of News, EW Scripps); Brian Norris (Chief Revenue Officer, EW Scripps); Tony Wong (Head of Scripps Networks Sales and Advanced TV) and Thomas Q. Jones (Johnson).

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