Discovery Launching ‘HGTV’ Brand in Germany

Discovery Communications, beginning June 6, is launching its popular HGTV home improvement network in Germany — the first international bow for the brand since it was acquired in 2018 (along with Food Network and Travel Channel) from Scripps Networks for $12 billion.

The No. 3 pay-TV network in the United States comes to Germany featuring more than 500 hours of programming, including legacy series, “Flip or Flop,” “Fixer Upper,” “House Hunters,” “My Lottery Dream Home” and “Good Bones,” among others.

The network will be offered on linear ad-supported TV, despite the fact Discovery partnered with ProSiebenSat.1 last summer to build a subscription streaming video service featuring live TV, local and Hollywood movies and TV shows, and sports.

“We are incredibly excited to be announcing the launch of HGTV in Germany and start using our scale and expertise across [Europe, Middle East and Africa] to expand HGTV and other key real-life entertainment brands into new territories and reach millions of new people,” Kasia Kieli, president & managing director, Discovery EMEA, said in a statement.

For Susanna Aigner-Drews, SVP & GM Germany/Austria/Switzerland at Discovery, HGTV represents one of the last ad-supported broadcast TV network on German television.

Susanne Aigner-Drews

“In a highly fragmented TV market, there are not many niches to prove,” Aigner-Drews told SZ.de.

While house flipping is rare, home ownership in Germany sits at about 51%, compared to about 65% in the U.S. HGTV in Germany will initially focus on its American/Canadian shows, with German-centric programming to follow.

“TLC [The Learning Channel] has [finally] arrived in Germany after five years,” Aigner-Drews said. “We will have the [necessary] patience with Home & Garden TV.”

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