PART 7-CRITICAL THINKING CASE
SCRIPPS PROVIDES E-OFFERING WITH HGTVPRO.COM
2005, more than 10 million households in the United States had selected television programs by using video-on-
demand services, and this number was expected to quadruple by 2010. Nevertheless, programmers and cable
operators have had difficulty finding a
business model that satisfies all parties in the video-on-demand relationship, including networks, distributors,
advertisers, and viewers. Now, however, E. W. Scripps Company may have found the solution—video-on-demand
online. Headquartered in Cincinnati, Ohio, E. W. Scripps was founded in 1878 with a newspaper called
The newspaper’s target audience was the emerging mass market of urban workers. The company grew to
become a diverse media corporation with expertise in newspaper publishing, national lifestyle television networks,
broadcast television, interactive media, and licensing/syndication. Today, Scripps operates daily and community
newspapers in 18 markets and has ten broadcast television stations and five cable/satellite programming networks.
Additionally, the company owns the Shop at Home Network, a television retailing offering, and Shopzilla, an online
comparison shopping service.
In early 2005, E. W. Scripps set out to create a new television network without the television and without the cable.
To do this, it used broadband, which allows viewers to access information via personal computers and cell phones.