SHOW & TELL
Kathleen Finch tells house fixeruppers what to expect of HGTV
With the recent launch of leading US home and garden Discovery channel HGTV in SA, we spent a few days with the team to see what all the fuss is about. We also sat down with Chief Lifestyle Brands officer Kathleen Finch to talk about what we can expect.
What is HGTV and what kind of material can we expect to see on this channel?
HGTV is a popular home and lifestyle network in the US and has been recently launched as a pay-TV channel in SA. It is the global home of lifestyle with engaging on-screen talent bringing inspiration, expertise and creative flair to renovations and decorations. HGTV celebrates the spirit of home and encourages audiences to view and do; with stories, characters and home transformations that empower fans to design and renovate the homes and gardens they love. HGTV’s international hit shows include titles like Fixer
Upper, House Hunters and Flip or Flop.
Content on the channel focuses on five pillars of the home: buying and selling, renovation, flipping, home improvement and dream homes.
What motivated the launch in SA?
The SA market is vibrant, growing exponentially and already has great experience with the Discovery brands. We’ve been excited to expand HGTV’s footprint around the world since it joined the Discovery family of networks last year. HGTV is like coming home — you know what you can expect (all our shows are centred on the home and its surroundings), you will feel comfortable (our shows are not offensive and are of a high quality) and you will like the people (our talents are likeable and positive). You can enjoy yourself, relax and be inspired at HGTV.
What makes HGTV different from local home/renovation channels?
HGTV is a very focused brand, with a very clear proposition for the viewer. There is so much to watch that sometimes it feels overwhelming for viewers. A clearly positioned brand makes it easier to navigate — you know exactly what you are going to get and know that it will be enjoyable, entertaining and relaxing.
Any plans for local content?
At the moment we are interested in seeing the numbers, the viewership and how the channel will be received in SA. So, let’s establish the brand first and build on data and knowledge about what resonates in the region and then we can look into possible opportunities for local content.
Do local audiences relate to US content, style and taste?
HGTV is a television network that celebrates everyone’s favourite place — their home. Home is where we come to relax after a long day at work. It’s where we raise our families and entertain our friends. It’s something we invest our time and money in and take great pride in making it as comfortable as it can be. HGTV is popular in the US because it reflects our love of home, which is a universal love and something the SA audience will enjoy as well. I’m sure our future fans in SA will quickly come to love HGTV just as our other new international fans have.