Relationships on HGTV help network increase prime-time viewership for target audience
HGTV is working the buddy system.
The home-and-garden network has upped the number of shows with co-hosts who are related or married to five, adding “America’s Most Desperate Kitchens,” hosted by cousins Anthony Carrino and John Colaneri, to its lineup of shows hosted by spouses, siblings and other assorted relatives.
Keeping it all in the family is deliberate: “The natural conversation and exchanges between them as experts with a pre-existing relationship engages audiences,” said HGTV general manager Allison Page.
The lifestyle network’s top show “Brother vs Brother,” starring brothers Drew and Jonathan Scott fixing houses for resale, averaged 2.5 million viewers this season - a 47 per cent increase over last year’s viewership, according to Nielsen ratings.
Carrino and Colaneri are back with their fourth HGTV show this summer. In their newest offering, the duo renovates kitchens in homes across the country. Colaneri said they enjoy being able to portray their relationship exactly as it is without any amped-up drama.
“We are first cousins, best friends and we are almost like brothers,” Colaneri said.
Their first HGTV gig hosting “Kitchen Cousins” came out of the blue: They got the surprise call from the network 10 months after a friend sent in a video she made of them.
In this June 4, 2015 file photo, Jonathan Scott, left, and Drew Scott, hosts of HGTV’s “Brother vs Brother,” attend a screening of “Dukale’s Dream” in New York. The home and garden network has upped the number of current shows with co-hosts who are related or married to five, adding “America’s Most Desperate Kitchens” hosted by cousins Anthony Carrino and John Colaneri to its existing lineup of shows hosted by spouses, siblings and other assorted relatives.