Discovery, HGTV and Food Network Prep for a Skinny TV Bundle as Merger Closes
March 06 2018 - 2:08PM
Dow Jones News
By Keach Hagey
"Shark Week" and "Chopped" could soon be available as part of a
new skinny bundle of channels in the U.S. for as little as $6 a
month, following the merger of the networks' parent companies.
Discovery Communications Inc.'s $11.9 billion acquisition of
Scripps Networks Interactive Inc., which is expected to close
Tuesday, will create a nonfiction programming powerhouse of 18
cable networks, including HGTV, Discovery, TLC and Food
Network.
The company -- to be renamed simply Discovery after the merger
-- will have the heft to sell its own programming packages directly
to consumers, in much the same way that Walt Disney Co. has pledged
to do with its coming online video offerings, said Discovery Chief
Executive David Zaslav.
"We may be, aside from Disney, which is primarily in the kids
space, the only deeply compelling, global IP company," Mr. Zaslav
said in an interview. This position gives the newly expanded
Discovery the opportunity to "put together an offering by
ourselves, or with others" for "maybe six bucks or seven bucks or
eight bucks."
Such low-price options will be a key part of the new Discovery's
efforts to combat the declines in its core cable networks business.
Discovery's channels lost 5% of their subscribers in the U.S. last
quarter and Scripps channels face similar headwinds as viewers
continue to drop traditional cable packages.
Worried that Discovery had bought itself more exposure to the
pay-TV industry's woes, investors pushed Discovery's stock down for
several months after the Scripps deal was announced in July.
The stock has since recovered most of that ground, and Discovery
executives were confident during their most recent earnings call in
February that they would be able to realize $350 million in cost
savings from the deal.
"This deal has massive synergy," Mr. Zaslav said. "We have 600
ad sales people. They have 500 ad sales people. How many do you
need?" The combined company will have 11,000 employees.
Discovery plans to shut down its headquarters in Silver Spring,
Md., and open a new headquarters in New York for both Discovery and
Scripps personnel. It will keep Scripps' headquarters in Knoxville,
Tenn., open as its "operations headquarters," primarily for
back-office work.
The company also plans to find cost savings by shutting down
Scripps' international infrastructure outside of its successful
business in Poland, and by wringing better pricing out of
suppliers.
"We were competing very often with HG[TV] and Food and Cooking,"
Mr. Zaslav said. Now that they are all on the same team, "we should
see some real stability" when it comes to content pricing, he
added.
On the revenue side, Discovery will begin by testing content
from Scripps channels on Discovery's existing international
channels. The company might then roll out an international version
of Food Network or Travel Channel.
Discovery recently took a $1.3 billion charge related to a
write-down of its business in Europe, where Netflix has disrupted
pay-TV viewing in some of the most mature markets.
"Our international business was growing in the low- to mid-teens
[percentages] for many years," Mr. Zaslav said. "It slowed down in
the last two years because we used most of our library. We think
that if we can use the Scripps content at no cost, and if we can
get some ratings growth, that will be a real revenue synergy."
Discovery also expects the deal will boost revenue as the bigger
company, which now accounts for 20% of pay-TV viewing, gains more
leverage in advertising sales and in negotiations with distributors
to secure higher fees for Scripps's channels.
Mr. Zaslav sees the newly merged company as zagging to
nonfiction programming at a time when the rest of the media
industry is zigging toward the crowded field of scripted series.
Discovery's average hourly cost of content is about $400,000, he
said, compared with about $5 million for a scripted series.
Scripps' content has historically been even cheaper.
"We look at that side and we say, 'Good luck with that,'" he
said. "That's not what we do. We don't do red carpet."
Write to Keach Hagey at keach.hagey@wsj.com
(END) Dow Jones Newswires
March 06, 2018 14:53 ET (19:53 GMT)
Copyright (c) 2018 Dow Jones & Company, Inc.
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