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DIY Network launches into mobile with apps

Cable station DIY Network is dipping its toes in mobile with a line of mobile applications for Apple?s iPad, iPhone and iPod touch devices.

The apps are aimed at helping the network?s consumers manage home improvement projects with tips and tricks. The apps also give users exclusive content from DIY Network?s television shows.

?We've been watching our online usage increase substantially from mobile and tablet devices over the last year,? said Vikki Neil, senior vice president and general manager of Scripps Networks Interactive, Knoxville, TN.

?This trend drove us to give users an app experience to explore all that is DIY Network,? she said.

?We aim to serve all of our users and our DIY Network fans were asking for this experience, so our first move was to provide an entertainment-centric application.?

DIY Network is a property of Scripps Networks Interactive, a lifestyle media company that also operates the HGTV, Food Network and Travel Channel brands.

Mobile improvement
The  DIYtoGO app lets users unlock special weekly content from the DIY Network.

Users can view full episodes of some of the network?s most popular series, including  Renovation Realities, Disaster House and House Crashers.

Consumers can also access content from the company?s Web site -

The app gives tech-savvy consumers ideas to spruce up their homes.

For example, users can watch how-to videos and view expert advice on home renovation.

Users can also view photo galleries to inspire their home projects.

Consumers can personalize the app by bookmarking and saving content to view later.

The app also ties in with the network?s Facebook and Twitter sites.

DIY Network is promoting the app via social media, on the company?s Web site and  through traditional marketing channels.

Mobile TV
The app builds on Scripts Network Interactive?s overall mobile push, which also includes projects for the HGTV and Food Network brands.
Most recently, HGTV worked with direct mail service Valpak to let TV viewers win prizes and a room makeover (see story).

By using digital and mobile initiatives, Scripts is working to expand the lifestyle network?s reach beyond  TV programming.

Additionally, giving users exclusive content and behind-the-scenes looks is an especially smart move for a home improvement network because users need to be able to recreate the content from the TV show at home.

?Digital offerings for all of our brands at Scripps Networks Interactive are among our top priorities and we have seen demand for our websites, mobile, tablet and social extensions continue to get bigger each year,? Ms. Neil said.

?When mobile became important to our viewers and users, it became important to us,? she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York