Discovery is launching its popular home and lifestyle channel HGTV as a free-to-air channel in Italy.
It will go live on February 2 and will also be available on Italy’s streaming entertainment platform dplay.
Later in the quarter HGTV will launch as a pay-TV channel in 11 Central European markets, including Romania, Hungary and Serbia.
The roll out of HGTV is part of Discovery’s international strategy to expand the reach of the former Scripps Network brand through its extensive distribution network.
Kasia Kieli, President & MD Discovery EMEA, said: “It’s great to be launching HGTV in Italy and across Central Europe including Romania, Hungary and Serbia. It is a fantastic flagship brand providing a dedicated destination for fans who love home and restoration shows. HGTV also provides a unique opportunity for commercial partners and advertisers to connect with this key audience group. We will be announcing further launches over the coming months.”
The launches will increase the reach of HGTV to more than 100 million people across EMEA, providing audiences with access to the “ultimate destination for home enthusiasts”.
In the United States, HGTV has been the leading network for upscale women aged 25-54 for 12 consecutive years.
HGTV launched in Germany and South Africa in 2019. Home – acquired following the split of the UKTV portfolio – is rebranding to HGTV in the UK on Tuesday 21 January 2020.
