Welcome to the blog of Dr. Lisa Burns' Media Studies senior capstone class (2 pm section) at Quinnipiac University. If you're looking for the latest on media industry trends and insightful media analysis, you've come to the right place!
Saturday, February 19, 2022
Lifestyle & Niche Media Blog 4, Question 1 (March 1)
What is the appeal of lifestyle and niche cable
TV networks and/or programming? How are these networks/programs managing to remain
viable in the streaming era? Limit: 10
responses
There are a variety of networks among cable television. However, there is definitely a strong appeal in lifestyle and niche cable programming. A main reason for this is because lifestyle content is something that can be easily related to and connected with. When television was first invented, most of the content at the time clearly amplified society at the time. And the same goes for lifestyle and niche content today. People like the idea of sitting around a living room, watching TV, and being able to feel entertained by relatable content. “In 2015, HGTV became a top-five cable network, measured by its average audience in the course of the day. That year, it reported an annual revenue of more than a billion dollars, from advertising and from licensing fees paid by companies carrying the channel” (Parker). This demonstrates how lifestyle programs were really popular and very successful. But as cable subscriptions continue to drop as time goes by, a threat arises for these networks.
With that being said, these lifestyle and niche programs are still able to remain viable during the streaming era because they are offered on both streaming and cable networks. These programs are new to streaming but their original popularity was on cable, where they still have a strong presence. Tens of millions of people are still watching through linear TV. This goes to show that cable television is not dead yet. A main factor that is keeping cable TV alive is because older generations make up the majority of the audience that watch linear content. Older generations grew up by tuning into their favorite shows at certain times that they aired. Joanna Gaines from the show “Fixer Upper” states, “It’s weird to think of it as nostalgic, but being around the television set feels like back to the basics all over again. So for us, we feel fortunate to be able to have it on the streaming side, but also the linear side so that we can have as many people that want to watch it be able to watch it” (Littleton). This nostalgic factor is a key reason these lifestyle and niche programs are able to stay relevant by taking advantage of both cable TV and streaming services.
All in all, lifestyle and niche networks continue to have a strong presence on linear TV and are beginning to make a new mark on the streaming era. Not for nothing, these networks will not go down without a fight, as new series and seasons are continuing to be released (Jones). With the combination of new content and more platforms to reach these programs, it is clear the lifestyle and niche networks aren’t going anywhere anytime soon.
Works Cited
Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation.
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/.
Jones, Adrienne. “Upcoming New and Returning HGTV Shows, Including Home Town and Windy City Rehab.” CINEMABLEND, Cinemablend, 15 Aug. 2021, https://www.cinemablend.com/television/2571852/upcoming-new-and-returning-hgtv-shows.
While the world is seeing streaming become popular, there is still an appeal to cable TV networks and programming. Cable TV Programming still has weekly shows — scripted and unscripted— that appeal to a large audience. Big Brother appeals to many viewers and is on its 23rd season. If people were not interested in watching this, there is no chance that it would be on its 23rd season. Magnolia Network first appeared on the discovery plus streaming platform but launched a linear channel a year later. Joanna Gaines, designer of Magnolia home design, was asked the importance of their show having a linear channel presence, and she responded with, “… there are tens of millions of people still on the Linear side. And we think a lot of our viewers are still there. So we want to meet them there. We also just believe in the power of getting around the television as a family watching the same show together.” (Littleton 2022). Knowing that there is a shift towards streaming, I think it is awesome that they want to remain on linear TV for those who may not have streaming services. This shows that not everything is about money.
HGTV is a popular television network. When it comes to HGTV’s success, it has “Succeeded on cable television because it is “aspirational and attainable at the same time.” … It shows focus on homes that often are worth more than the median sale price… but are not “The World’s Most Extraordinary Homes.”. (Parker 2021). While it is essential to recognize the changes with linear TV, it is more important to adapt to the changes and make sure that your content maintains a strong viewership even with the rise of streaming. Millions of people still rely only on linear TV because they either cannot afford it or just do not desire a streaming service.
The NFL remains the king of viewership, with Sunday Night Football on NBC having one of the highest viewership’s annually for many years. One reason is that it is a matchup that happens only once a year, sometimes only once every four years. Advertisers know this, so they strategically have their advertisements play during the commercials of these games. Even though these networks and programs will manage to remain viable in the streaming era because of the older generation who does not use streaming, they will also remain viable because of advertisements. There is a myth that no one watches TV anymore, which could not be farther from the truth. Linear TV is facing stiffer competition, but “TV advertising can still achieve scale by complementing these ad buys with live streaming and video-on-demand to reach every audience member in their preferred location and on their favorite device.” (AdExchanger content studio 2019). With advertising remaining pivotal to brands' success, linear TV will not be going anywhere as these advertisements rely on linear TV. The most important thing about linear TV is to schedule programming at the correct times to generate the largest audience.
Works Cited AdExchanger Content Studio // Tuesday, J. 23rd. (2019, July 29). Not so fast: Linear TV remains vital to advertising success. AdExchanger. Retrieved February 26, 2022, from https://www.adexchanger.com/content-studio/not-so-fast-linear-tv-remains-vital-to-advertising-success/ Littleton, C. (2022, January 5). Chip and Joanna Gaines return to TV with Magnolia Network: 'this is sincerely what we are'. Variety. Retrieved February 26, 2022, from https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/ Parker, I. (2021, March 19). HGTV is getting a renovation. The New Yorker. Retrieved February 26, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation
Magnolia Network on Discovery + is a great example of how lifestyle and niche cable are able to cater to their target market and create content that is authentic. An article by Cynthia Littleton, shows Chip and Joanna Gaines’ process of creating content on Magnolia Network for audiences by saying “no” more often than saying “yes” to partnering opportunities. I define this as a strength because Chip and Joanna are more selective with whom they partner with not just from a personal standpoint but also from a business standpoint. They choose which partnership would work most successfully for their network based on the potential partner's authenticity and ability to display their individual talents (Littleton).
When I read that part of the interview, the first thought that came to mind was the class discussion on why Netflix’s weaknesses and how they accept too much content onto their platform. Though this diversifies Netflix’s platform it doesn’t create enough targeted content for niche audiences. Magnolia Network, on the other hand, knows who they are as a linear streaming service by creating content that centralizes on the concept of family, home-improvement, and design. These concepts also work with the nostalgia of the linear format they use because the format itself brings back the tradition of watching a show at a particular time with a group of people rather than in a non-traditional format (Littleton). This, therefore, provides viewers with an alternative to what most streaming platforms offer which is access to content all at once. I would argue this as a reason for how Magnolia Network can survive on Discovery+.
Ian Parker, from The New Yorker reports HGTV’s financial success and says that on average it costs $200,000 to make an hour of HGTV content. An opinion article by Virginia Postrel reveals the success behind HGTV content and why that cost is set so high. The two reasons Postrel highlights is HGTV’s ability to make uncynical content and to create an appeal of viewing other people’s homes. Loren Rench says that HGTV has succeeded on cable television because what is shown on the channel is “aspirational and attainable at the same time” (Parker). Rench describes the beauty of the homes as the unattainable component and the normality of the people as the concept of what makes the luxury of the homes seem attainable (Parker). Therefore, the content shows a sort of fantasy built for viewers. Postrel says the advertising also adds onto the fantasy behind the content and says it follows the positive and wholesome feeling of HGTV. Therefore, I believe the consistency of HGTV to create polite and light-hearted content and advertising adds onto the nostalgia of its platform as a linear channel and as a network available on Discovery+.
Works Cited:
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/. Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation. Postrel, Virginia. The Fascinating Secrets of Hgtv's Success. 7 Jan. 2017, https://nypost.com/2017/01/07/the-fascinating-secrets-of-hgtvs-success/.
Lachie Harvey Part 1 Niche and lifestyle TV will likely always have a place in society, regardless of whether television becomes entirely streaming based. There are a number of reasons for this. First is the power of renovation/housing television. Every year, thousands of Americans either renovate or move house. On top of this, thousands of Americans dream about renovating or moving. And on top of that, thousands of Americans sit down and watch others developing their houses for nothing other than their own entertainment. This is very aptly showcased by former HBO president Michael Lombardo in a New Yorker article. He says, “I watch ‘House Hunters,’ continually. I love ‘Love It or List It.’” If the man who greenlit the smash hit HBO show Game of Thrones likes your program, chances are it’s doing something right. Both of these programs are real estate based and both air on HGTV. However, there is more to it than just Lombardo’s feedback. According to Variety, HGTV is the 9th highest watched network with 1.2 million viewers. This feat is accomplished primarily through these low budget real estate television shows which are aired on very few other networks, making HGTV the go to place for real estate related television shows. So, all the Americans that wish to see real estate related content, have to go through HGTV.
Lachie Harvey Part 2 The next big niche television which isn’t going anywhere is the Food Network. Just like with real estate, thousands of Americans decide to cook up a fancy meal every day, and just like with real estate many of them will turn to TV to pick up some inspiration. The Food Network ranks 20th on Variety’s list, with 820,000 viewers. These viewers, like with HGTV, are exclusively looking to satisfy their niche, in this case that means to learn a recipe, watch a cooking competition or see someone crafting an extravagant meal. Another huge, somewhat niche network is the History channel. Documentaries are not a niche market and fictional retellings based on historical events can be found on every subject matter on every platform. However, I would argue that episodic non-fiction historical content is a niche market, one which the History channel has a monopoly on. The future for these networks is far brighter than that of many of their current competitors. Sports networks and most major TV content networks are shifting to streaming as they are finding more success. I believe that these niche networks will endure these shifts in the power dynamic, due to their ease of use and simplicity. There’s no hard decisions being made when one switches on these networks, viewers just watch whatever is on, and I think that is extremely valuable going forward. Simplicity will always be more important than millions of options to some viewers. Parker, I. (2021, March 19). HGTV Is Getting a Renovation. The New Yorker. Retrieved March 1, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation Schneider, M. (2022, January 3). Most-watched television networks: Ranking 2021's winners and Losers. Variety. Retrieved March 1, 2022, from https://variety.com/2021/tv/news/network-ratings-2021-top-channels-1235143630/
Lifestyle and niche cable TV have been a staple in American homes across the nation. Cable and satellite television combined reached their peak in 2009 since subscriptions covered 88% of American households (Parker). Networks such as Discovery Channel, TLC, the Food Network, Animal Planet, and Hallmark Channel are all forms of television that bring upon this nostalgic feeling to our generation on the days when we would just relax on the couch.
One television network, in particular, that has made its mark is HGTV. Back in 2015, HGTV was a top-five cable network that during the year reported annual revenue of over a billion dollars. Loren Ruch, Senior Vice President of Development and Production for HGTV describes the network's success on cable television because of the fact the content is “aspirational and attainable at the same time” (Parker). HGTV takes its audience along with a monumental life journey of creating/finding the perfect home that fits them.
Two previous HGTV icons, Chip and Joanna Gaines who were originally on the show “Fixer-Upper” launched their Magnolia-branded linear cable channel with Discovery recently that focuses on the couple's home design and lifestyle (Littleton). In an interview, Joanna Gaines discusses the struggle with linear television versus streaming, she highlights that even though their programming is on a streaming platform, there is still a large audience connected to them that still utilizes linear (Littleton). The appeal of lifestyle television from a linear perspective trickles down to the action of “getting around the television as a family watching the same show together” (Littleton). This is something that strongly differentiates these niche cable television networks. Growing up being close to my grandparents, I recall times of us sitting down and turning on HGTV watching “House Hunters”, “Property Brothers”, and “Fixer-Upper”. There is still a large audience out there that still values this as being their primary source of television consumption.
To keep up with streaming, these lifestyle cable networks are beginning to partner up with streaming services so that viewers have the option to watch their programming via streaming. HGTV is offered on streaming service Philo and is the most affordable way to watch HGTV live at $25 per month (Restauro). Some other platforms that have HGTV are Hulu, Vidgo, YouTube TV, Sling TV, and DirecTV Stream. Philo additionally has HGTV content on-demand and a cloud DVR service so that people can record television shows (Restauro). Not only is HGTV doing this, but Hallmark is following suit. You can now watch the classic Hallmark Channel movies on streaming services instead of waiting for them to come out during the holiday seasons (Restauro). Since these lifestyle and niche cable TV networks are beginning to do this, they are strongly aware of how the television industry is changing. In a couple of years, this might be the only way to view these nostalgic television networks, however, I still believe that what Joanna Gaines highlighted about family television behavior is still viable today. This is something that I believe will keep these cable TV networks alive at least for a couple more years.
Works Cited:
Littleton, Cynthia (2022, January 5). Chip and Joanna Gaines Return to TV With Magnolia Network: ‘This Is Sincerely What We Are’. Variety. Retrieved March 1, 2022, from https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/
Parker, Ian (2021, March 22). HGTV Is Getting A Renovation. The New Yorker. Retrieved March 1, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation
Restauro, Dennis (2021, December 7). How to Watch HGTV Without Cable. Grounded Reason. Retrieved March 1, 2022, from https://www.groundedreason.com/stream-hgtv-online/
Restauro, Dennis (2021, December 6). How To Watch The Hallmark Channel Without Cable. Grounded Reason. Retrieved March 1, 2022, from https://www.groundedreason.com/watch-hallmark-channel-without-cable/
When watching traditional cable television, audiences have a plethora of programming to choose from. Amongst these options is the still popular, niche and lifestyle programming. This type of programming generally follows a singular theme, which helps the content hone in on a certain demographic. This type of content remains popular to this day because there will always be a group of people in need of content that relates to their interests/hobbies. HGTV is a company who has always been at the pinnacle of niche cable television. The channel provides a bountiful amount of content for those interested in anything from home renovation, DIY projects, landscaping, etc. In an article from The New Yorker, HGTV is depicted as the “ popular home-renovation television network, which for twenty six years has offered content that is cheering and conflict-free…” (Parker,2021). This excerpt helps show the longstanding success that the network has maintained through appealing to its audience with a specific type of program. Parker also goes on to detail the network’s success in 2015, which was the network's highest earning year in recent memory. The company raked in over a billion dollars in annual revenue and was a contender amongst the top viewed linear television networks that year. (Parker,2021). This serves as a prime example of niche cable programming having an interested/committed following in the landscape.
Despite having continued success in recent times, there has been some concern in regard to niche channel’s ability to remain afloat in the age of streaming. Although streaming continues to rise in popularity, niche programming has found ways to not only maintain their cable base but also adapt to the changing times. A great example of this is the Magnolia Network that is on the Discovery+ streaming service. This is an example of niche television being wise to the changing landscape and ensuring their continued success into the future. The Magnolia network provides all the people who have made the switch to streaming with thousands of episodes of HGTV series, DIY episodes, gardening shows and more. A staple of the home renovation niche market, Chip and Joanna Gaines from the show “Fixer Upper”, have found a new home with Magnolia Network. In an interview with Variety, the couple described how they felt grateful to be able to create content on a traditional television set, as it provides them with the feeling of their days filming cable television. The couple went on to say “we feel fortunate to be able to have it on the streaming side, but also the linear side.” (Littleton, 2021). The duo expressed that having stake in both cable and streaming will allow the greatest number of fans to access the programs. This partnership shows how Magnolia Network is putting their attention towards providing the content their audience demographic has shown interest in, which in this case is home renovation and DIY programming.
Lastly, another factor that plays to the advantage of niche programming is the potential to garner a massive mainstream following. In an article from Forbes, Game of Thrones is referenced as an example of something that was brought mainstream and saw monumental success as a program that could have been simply niche to fantasy fans, but ended up erupting into a global phenomenon. An excerpt attributes the show’s success to “ A compelling and timeless story line, great acting and incredibly high production values however, combined to take what could easily have been another wizards and dragons saga into one of the most popular TV shows of all time.” (Wolk).
All in all, niche television programming has been cemented as a staple of traditional cable television for decades. Despite the changing landscape with the introduction to streaming and new platforms offering different styles of viewing habits, it seems like niche networks have committed to adapting to the new times. These steps and forward thinking will prove to be instrumental in maintaining these network’s success into the near future.
Works Cited:
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/.
Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation.
Allison Kelleher
ReplyDeleteMSS495
Blog 4
Part 1
There are a variety of networks among cable television. However, there is definitely a strong appeal in lifestyle and niche cable programming. A main reason for this is because lifestyle content is something that can be easily related to and connected with. When television was first invented, most of the content at the time clearly amplified society at the time. And the same goes for lifestyle and niche content today. People like the idea of sitting around a living room, watching TV, and being able to feel entertained by relatable content. “In 2015, HGTV became a top-five cable network, measured by its average audience in the course of the day. That year, it reported an annual revenue of more than a billion dollars, from advertising and from licensing fees paid by companies carrying the channel” (Parker). This demonstrates how lifestyle programs were really popular and very successful. But as cable subscriptions continue to drop as time goes by, a threat arises for these networks.
With that being said, these lifestyle and niche programs are still able to remain viable during the streaming era because they are offered on both streaming and cable networks. These programs are new to streaming but their original popularity was on cable, where they still have a strong presence. Tens of millions of people are still watching through linear TV. This goes to show that cable television is not dead yet. A main factor that is keeping cable TV alive is because older generations make up the majority of the audience that watch linear content. Older generations grew up by tuning into their favorite shows at certain times that they aired. Joanna Gaines from the show “Fixer Upper” states, “It’s weird to think of it as nostalgic, but being around the television set feels like back to the basics all over again. So for us, we feel fortunate to be able to have it on the streaming side, but also the linear side so that we can have as many people that want to watch it be able to watch it” (Littleton). This nostalgic factor is a key reason these lifestyle and niche programs are able to stay relevant by taking advantage of both cable TV and streaming services.
Allison Kelleher
DeletePart 2
All in all, lifestyle and niche networks continue to have a strong presence on linear TV and are beginning to make a new mark on the streaming era. Not for nothing, these networks will not go down without a fight, as new series and seasons are continuing to be released (Jones). With the combination of new content and more platforms to reach these programs, it is clear the lifestyle and niche networks aren’t going anywhere anytime soon.
Works Cited
Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation.
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/.
Jones, Adrienne. “Upcoming New and Returning HGTV Shows, Including Home Town and Windy City Rehab.” CINEMABLEND, Cinemablend, 15 Aug. 2021, https://www.cinemablend.com/television/2571852/upcoming-new-and-returning-hgtv-shows.
Matthew Miller
ReplyDeleteWhile the world is seeing streaming become popular, there is still an appeal to cable TV networks and programming. Cable TV Programming still has weekly shows — scripted and unscripted— that appeal to a large audience. Big Brother appeals to many viewers and is on its 23rd season. If people were not interested in watching this, there is no chance that it would be on its 23rd season. Magnolia Network first appeared on the discovery plus streaming platform but launched a linear channel a year later. Joanna Gaines, designer of Magnolia home design, was asked the importance of their show having a linear channel presence, and she responded with, “… there are tens of millions of people still on the Linear side. And we think a lot of our viewers are still there. So we want to meet them there. We also just believe in the power of getting around the television as a family watching the same show together.” (Littleton 2022). Knowing that there is a shift towards streaming, I think it is awesome that they want to remain on linear TV for those who may not have streaming services. This shows that not everything is about money.
HGTV is a popular television network. When it comes to HGTV’s success, it has “Succeeded on cable television because it is “aspirational and attainable at the same time.” … It shows focus on homes that often are worth more than the median sale price… but are not “The World’s Most Extraordinary Homes.”. (Parker 2021). While it is essential to recognize the changes with linear TV, it is more important to adapt to the changes and make sure that your content maintains a strong viewership even with the rise of streaming. Millions of people still rely only on linear TV because they either cannot afford it or just do not desire a streaming service.
The NFL remains the king of viewership, with Sunday Night Football on NBC having one of the highest viewership’s annually for many years. One reason is that it is a matchup that happens only once a year, sometimes only once every four years. Advertisers know this, so they strategically have their advertisements play during the commercials of these games. Even though these networks and programs will manage to remain viable in the streaming era because of the older generation who does not use streaming, they will also remain viable because of advertisements. There is a myth that no one watches TV anymore, which could not be farther from the truth. Linear TV is facing stiffer competition, but “TV advertising can still achieve scale by complementing these ad buys with live streaming and video-on-demand to reach every audience member in their preferred location and on their favorite device.” (AdExchanger content studio 2019). With advertising remaining pivotal to brands' success, linear TV will not be going anywhere as these advertisements rely on linear TV. The most important thing about linear TV is to schedule programming at the correct times to generate the largest audience.
Works Cited
AdExchanger Content Studio // Tuesday, J. 23rd. (2019, July 29). Not so fast: Linear TV remains vital to advertising success. AdExchanger. Retrieved February 26, 2022, from https://www.adexchanger.com/content-studio/not-so-fast-linear-tv-remains-vital-to-advertising-success/
Littleton, C. (2022, January 5). Chip and Joanna Gaines return to TV with Magnolia Network: 'this is sincerely what we are'. Variety. Retrieved February 26, 2022, from https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/
Parker, I. (2021, March 19). HGTV is getting a renovation. The New Yorker. Retrieved February 26, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation
Glenna Gobeil
ReplyDeletePt.1
Magnolia Network on Discovery + is a great example of how lifestyle and niche cable are able to cater to their target market and create content that is authentic. An article by Cynthia Littleton, shows Chip and Joanna Gaines’ process of creating content on Magnolia Network for audiences by saying “no” more often than saying “yes” to partnering opportunities. I define this as a strength because Chip and Joanna are more selective with whom they partner with not just from a personal standpoint but also from a business standpoint. They choose which partnership would work most successfully for their network based on the potential partner's authenticity and ability to display their individual talents (Littleton).
When I read that part of the interview, the first thought that came to mind was the class discussion on why Netflix’s weaknesses and how they accept too much content onto their platform. Though this diversifies Netflix’s platform it doesn’t create enough targeted content for niche audiences. Magnolia Network, on the other hand, knows who they are as a linear streaming service by creating content that centralizes on the concept of family, home-improvement, and design. These concepts also work with the nostalgia of the linear format they use because the format itself brings back the tradition of watching a show at a particular time with a group of people rather than in a non-traditional format (Littleton). This, therefore, provides viewers with an alternative to what most streaming platforms offer which is access to content all at once. I would argue this as a reason for how Magnolia Network can survive on Discovery+.
Ian Parker, from The New Yorker reports HGTV’s financial success and says that on average it costs $200,000 to make an hour of HGTV content. An opinion article by Virginia Postrel reveals the success behind HGTV content and why that cost is set so high. The two reasons Postrel highlights is HGTV’s ability to make uncynical content and to create an appeal of viewing other people’s homes. Loren Rench says that HGTV has succeeded on cable television because what is shown on the channel is “aspirational and attainable at the same time” (Parker). Rench describes the beauty of the homes as the unattainable component and the normality of the people as the concept of what makes the luxury of the homes seem attainable (Parker). Therefore, the content shows a sort of fantasy built for viewers. Postrel says the advertising also adds onto the fantasy behind the content and says it follows the positive and wholesome feeling of HGTV. Therefore, I believe the consistency of HGTV to create polite and light-hearted content and advertising adds onto the nostalgia of its platform as a linear channel and as a network available on Discovery+.
ReplyDeleteWorks Cited:
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/.
Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation.
Postrel, Virginia. The Fascinating Secrets of Hgtv's Success. 7 Jan. 2017, https://nypost.com/2017/01/07/the-fascinating-secrets-of-hgtvs-success/.
Lachie Harvey
ReplyDeletePart 1
Niche and lifestyle TV will likely always have a place in society, regardless of whether television becomes entirely streaming based. There are a number of reasons for this. First is the power of renovation/housing television. Every year, thousands of Americans either renovate or move house. On top of this, thousands of Americans dream about renovating or moving. And on top of that, thousands of Americans sit down and watch others developing their houses for nothing other than their own entertainment. This is very aptly showcased by former HBO president Michael Lombardo in a New Yorker article. He says, “I watch ‘House Hunters,’ continually. I love ‘Love It or List It.’” If the man who greenlit the smash hit HBO show Game of Thrones likes your program, chances are it’s doing something right. Both of these programs are real estate based and both air on HGTV. However, there is more to it than just Lombardo’s feedback. According to Variety, HGTV is the 9th highest watched network with 1.2 million viewers. This feat is accomplished primarily through these low budget real estate television shows which are aired on very few other networks, making HGTV the go to place for real estate related television shows. So, all the Americans that wish to see real estate related content, have to go through HGTV.
Lachie Harvey
DeletePart 2
The next big niche television which isn’t going anywhere is the Food Network. Just like with real estate, thousands of Americans decide to cook up a fancy meal every day, and just like with real estate many of them will turn to TV to pick up some inspiration. The Food Network ranks 20th on Variety’s list, with 820,000 viewers. These viewers, like with HGTV, are exclusively looking to satisfy their niche, in this case that means to learn a recipe, watch a cooking competition or see someone crafting an extravagant meal.
Another huge, somewhat niche network is the History channel. Documentaries are not a niche market and fictional retellings based on historical events can be found on every subject matter on every platform. However, I would argue that episodic non-fiction historical content is a niche market, one which the History channel has a monopoly on.
The future for these networks is far brighter than that of many of their current competitors. Sports networks and most major TV content networks are shifting to streaming as they are finding more success. I believe that these niche networks will endure these shifts in the power dynamic, due to their ease of use and simplicity. There’s no hard decisions being made when one switches on these networks, viewers just watch whatever is on, and I think that is extremely valuable going forward. Simplicity will always be more important than millions of options to some viewers.
Parker, I. (2021, March 19). HGTV Is Getting a Renovation. The New Yorker. Retrieved March 1, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation
Schneider, M. (2022, January 3). Most-watched television networks: Ranking 2021's winners and Losers. Variety. Retrieved March 1, 2022, from https://variety.com/2021/tv/news/network-ratings-2021-top-channels-1235143630/
Kaitlyn Reilly
ReplyDeletePart 1
Lifestyle and niche cable TV have been a staple in American homes across the nation. Cable and satellite television combined reached their peak in 2009 since subscriptions covered 88% of American households (Parker). Networks such as Discovery Channel, TLC, the Food Network, Animal Planet, and Hallmark Channel are all forms of television that bring upon this nostalgic feeling to our generation on the days when we would just relax on the couch.
One television network, in particular, that has made its mark is HGTV. Back in 2015, HGTV was a top-five cable network that during the year reported annual revenue of over a billion dollars. Loren Ruch, Senior Vice President of Development and Production for HGTV describes the network's success on cable television because of the fact the content is “aspirational and attainable at the same time” (Parker). HGTV takes its audience along with a monumental life journey of creating/finding the perfect home that fits them.
Two previous HGTV icons, Chip and Joanna Gaines who were originally on the show “Fixer-Upper” launched their Magnolia-branded linear cable channel with Discovery recently that focuses on the couple's home design and lifestyle (Littleton). In an interview, Joanna Gaines discusses the struggle with linear television versus streaming, she highlights that even though their programming is on a streaming platform, there is still a large audience connected to them that still utilizes linear (Littleton). The appeal of lifestyle television from a linear perspective trickles down to the action of “getting around the television as a family watching the same show together” (Littleton). This is something that strongly differentiates these niche cable television networks. Growing up being close to my grandparents, I recall times of us sitting down and turning on HGTV watching “House Hunters”, “Property Brothers”, and “Fixer-Upper”. There is still a large audience out there that still values this as being their primary source of television consumption.
Kaitlyn Reilly
ReplyDeletePart 2
To keep up with streaming, these lifestyle cable networks are beginning to partner up with streaming services so that viewers have the option to watch their programming via streaming. HGTV is offered on streaming service Philo and is the most affordable way to watch HGTV live at $25 per month (Restauro). Some other platforms that have HGTV are Hulu, Vidgo, YouTube TV, Sling TV, and DirecTV Stream. Philo additionally has HGTV content on-demand and a cloud DVR service so that people can record television shows (Restauro). Not only is HGTV doing this, but Hallmark is following suit. You can now watch the classic Hallmark Channel movies on streaming services instead of waiting for them to come out during the holiday seasons (Restauro). Since these lifestyle and niche cable TV networks are beginning to do this, they are strongly aware of how the television industry is changing. In a couple of years, this might be the only way to view these nostalgic television networks, however, I still believe that what Joanna Gaines highlighted about family television behavior is still viable today. This is something that I believe will keep these cable TV networks alive at least for a couple more years.
Works Cited:
Littleton, Cynthia (2022, January 5). Chip and Joanna Gaines Return to TV With Magnolia Network: ‘This Is Sincerely What We Are’. Variety. Retrieved March 1, 2022, from https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/
Parker, Ian (2021, March 22). HGTV Is Getting A Renovation. The New Yorker. Retrieved March 1, 2022, from https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation
Restauro, Dennis (2021, December 7). How to Watch HGTV Without Cable. Grounded Reason. Retrieved March 1, 2022, from
https://www.groundedreason.com/stream-hgtv-online/
Restauro, Dennis (2021, December 6). How To Watch The Hallmark Channel Without Cable. Grounded Reason. Retrieved March 1, 2022, from
https://www.groundedreason.com/watch-hallmark-channel-without-cable/
Nick Federico
ReplyDeletePart 1
When watching traditional cable television, audiences have a plethora of programming to choose from. Amongst these options is the still popular, niche and lifestyle programming. This type of programming generally follows a singular theme, which helps the content hone in on a certain demographic. This type of content remains popular to this day because there will always be a group of people in need of content that relates to their interests/hobbies. HGTV is a company who has always been at the pinnacle of niche cable television. The channel provides a bountiful amount of content for those interested in anything from home renovation, DIY projects, landscaping, etc. In an article from The New Yorker, HGTV is depicted as the “ popular home-renovation television network, which for twenty six years has offered content that is cheering and conflict-free…” (Parker,2021). This excerpt helps show the longstanding success that the network has maintained through appealing to its audience with a specific type of program. Parker also goes on to detail the network’s success in 2015, which was the network's highest earning year in recent memory. The company raked in over a billion dollars in annual revenue and was a contender amongst the top viewed linear television networks that year. (Parker,2021). This serves as a prime example of niche cable programming having an interested/committed following in the landscape.
Despite having continued success in recent times, there has been some concern in regard to niche channel’s ability to remain afloat in the age of streaming. Although streaming continues to rise in popularity, niche programming has found ways to not only maintain their cable base but also adapt to the changing times. A great example of this is the Magnolia Network that is on the Discovery+ streaming service. This is an example of niche television being wise to the changing landscape and ensuring their continued success into the future. The Magnolia network provides all the people who have made the switch to streaming with thousands of episodes of HGTV series, DIY episodes, gardening shows and more. A staple of the home renovation niche market, Chip and Joanna Gaines from the show “Fixer Upper”, have found a new home with Magnolia Network. In an interview with Variety, the couple described how they felt grateful to be able to create content on a traditional television set, as it provides them with the feeling of their days filming cable television. The couple went on to say “we feel fortunate to be able to have it on the streaming side, but also the linear side.” (Littleton, 2021). The duo expressed that having stake in both cable and streaming will allow the greatest number of fans to access the programs. This partnership shows how Magnolia Network is putting their attention towards providing the content their audience demographic has shown interest in, which in this case is home renovation and DIY programming.
Lastly, another factor that plays to the advantage of niche programming is the potential to garner a massive mainstream following. In an article from Forbes, Game of Thrones is referenced as an example of something that was brought mainstream and saw monumental success as a program that could have been simply niche to fantasy fans, but ended up erupting into a global phenomenon. An excerpt attributes the show’s success to “ A compelling and timeless story line, great acting and incredibly high production values however, combined to take what could easily have been another wizards and dragons saga into one of the most popular TV shows of all time.” (Wolk).
DeleteAll in all, niche television programming has been cemented as a staple of traditional cable television for decades. Despite the changing landscape with the introduction to streaming and new platforms offering different styles of viewing habits, it seems like niche networks have committed to adapting to the new times. These steps and forward thinking will prove to be instrumental in maintaining these network’s success into the near future.
Works Cited:
Littleton, Cynthia. “Chip and Joanna Gaines Return to TV with Magnolia Network: 'This Is Sincerely What We Are'.” Variety, Variety, 5 Jan. 2022, https://variety.com/2022/tv/news/chip-jo-gaines-fixer-upper-magnolia-discovery-1235146932/.
Parker, Ian. “HGTV Is Getting a Renovation.” The New Yorker, 19 Mar. 2021, https://www.newyorker.com/magazine/2021/03/29/hgtv-is-getting-a-renovation.
Wolk, Alan. “Niche Content Is Finally Going Mainstream.” Forbes, Forbes Magazine, 28 Dec. 2017, https://www.forbes.com/sites/alanwolk/2017/12/28/niche-content-is-finally-going-mainstream/?sh=232865c16921.