Home.Made Is Where A+E Networks’ Heart Is

HomeMade one of AE Networks39 longrunning content blocks is on course to follow that evolution In the coming weeks the portfolioamp8217s advertising sales officials will make the case for commitments to HomeMade hours on FYI and additional hours in primetime on sister network AampampE as well as new programming blocks distributed through smart TV sets and connected devices either as standalone services or hooking up with multichannel bundlesquotWeamp8217re looking for our lifestyle programming to evolve and follow the consumerquot says Lisa Mallen AE Networksamp8217 senior vice president of ad sales quotIt will live within linear but also expand to all of our digital video touchpoints It will be available everywhere our lifestyle content is distributed Whatamp8217s unique about this next to what else is out there in the market is the multiplatform approach that it offers content for all ages and encaptures everything across the boardquotAt the moment HomeMade presents a variety of long and shortform segments featuring home repair renovation resale and damp233cor topics for six hours on FYI Mondays from 6 pm to midnight and three hours a week on AampampE 9 amnoon on Saturdays Notable series include Sell this House Million Dollar House Hunters Tiny House Nation and HomeMade HacksThe conversion from daypart to multiplatform entity will come in phases spaced out between this fall and 2024 For phase one scheduled for this fall HomeMade will increase weekend hours on AampampE with new original content Primetime hours will be the objective of phase two followed by a multiday operation during phase three the scheduled hours will expand incrementally each year quotYou donamp8217t want to alienate the current audience and just launch hundreds and hundreds of hours all in year onequot Mallen believes quotYou want to bring them along for the ride and build each yearquotEarly reaction to HomeMadeamp8217s expansion strategy suggests a wide variety of advertisers not just the typical categories associated with home or apartmentthemed lifestyle programs will be on board quotWeamp8217re seeing some interest from the automotive and the hardware damp233cor and design spacequot saysamp160Mike Buccella vice president of programming partnerships and enthusiast ad sales at AE Networks quotWeamp8217re selling this as a brand This offers a great benefit to advertisers because it gives them opportunities to integrate in and around the contentquotFinancial technology fastfood and package goods companies also are expressing interest in partnering or experimenting with noncommercial formats from quick tip moments to video commerce opportunities inside HomeMade quotAdvertisers feel safe with this kind of contentquot Buccella continues quotWeamp8217re also seeing big interest among directtoconsumer advertisers They see a value with the block39s reach and frequencyquotAmid competition from other lifestyle programming services Mallen believes the timing is right for HomeMade to grow beyond its weekend origins given the impact of the coronavirus pandemic on households across the country quotMany people are nesting internalizing making or perfecting their homes and taking care of their families People are continuing to do home improvementsquot she says quotWe also think itamp8217s important that there are alternatives out there in the market so advertisers and marketers have the opportunity to expand and get greater reach with other propertiesquotLook for a new round of house flipping and renovation series at first along with an increase in shortform advice segments The format will be uniform whether presented inside FYI or AampampE or running through a multichannel and multiplatform bundle quotWe want the viewing experience to almost be like youamp8217re watching your Facebook feedquot Buccella explains quotWhen you buy in the ecosystem you get units everywherequotBoth AE Networks executives want HomeMade to be an incubator for unique ad campaigns Shoppable messages are under review as well as multiweek commitments that replace commercial breaks with content featuring a client39s product or servicesThis expansion plan may become a template for turning enthusiast blocks into multiplatform performers across AampampE FYI and The HISTORY Channel Buccella suggests In addition to the HomeMade block The HISTORY Channel currently has a multihour outdoor lifestyle block Outdoor and a carcentric block Drive playing on Saturday and Sunday mornings respectively and from time to time a HERO block with programs featuring outstanding representatives of military and first respondersClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Home.Made Is Where A+E Networks’ Heart Is

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Simon Applebaum

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