http://www.nytimes.com/2005/05/27/business/media/27adco.html?th&emc=th By NAT IVES Published: May 27, 2005 TELEVISION programmers are looking to make the Web a lot more like TV. On Tuesday, the emerging-media group at Scripps Networks, part of the E. W. Scripps Company, plans to introduce an all-video Web site that will use programming from its Food Network, Fine Living, HGTV and DIY Network brands, as well as new clips. A major advertiser in Scripps offline media, General Motors' GMC division, has paid for a video showroom on the site and a presence throughout it. Others are likely to follow, as advertisers show a growing interest in the approach. "One of the biggest drivers for online advertising the first time was Web sites advertising on other Web sites," said Peter Petrusky, director for advisory services at PricewaterhouseCoopers. "This time it's being buoyed by the offline brand builders like Coke, Honda, Nike, Visa and Nestlé." Alexia S. Quadrani, a senior managing director at Bear Stearns who follows the publishing and advertising industries, predicted more traditional publishers would follow the lead of Scripps. "You are seeing a lot more content go online because there is a demand for it," she said. Web video - once too halting to bother with - is much easier to look at now, as high-speed Internet access spreads. More than 34 million homes in the United States, representing 29.9 percent of households, had broadband connections last year, according to eMarketer, an online research provider. By 2008, eMarketer projects, broadband will be in 69.4 million homes, or 56.3 percent of households. Web surfers have proved their willingness to watch live sports online for more than an hour at a time, said Bart Feder, president and chief executive at FeedRoom, a provider of broadband video technology to clients like NBC, Reuters and Telemundo. The people who visit a Telemundo site to find video synopses of its Spanish-language telenovela soap operas watch for an average of 20 minutes at a time, he said. "That suggests that the quality is such that people are very happy to consume video content on their computers," Mr. Feder said. GMC spent $241.5 million last year to advertise in major United States media, only $4.7 million of that on the Internet, according to estimates by TNS Media Intelligence. The share of GMC's budget devoted to nontraditional advertising has been growing at a "very fast rate" over the last five years, said Steve Rosenblum, its marketing director. "We first considered the Web as we would any media," Mr. Rosenblum said. "Let's take a static ad, put it on someone else's Web site, draw people to our Web site, increase traffic and eventually increase sales." With broadband and the video clips, the company's products can be seen in vignettes on the new Scripps site. "The more seamlessly you're integrated into a site, the greater the relevance is to the consumer," Mr. Rosenblum said. The home page at www.living.com, which is labeled "driven by GMC," shows six categories for visitors to choose from, like "Remodeling" and "Food." Clicking on a category leads to pages where visitors can again select from several videos - like "New Ceiling Fan." Most of the videos in the Web showroom feature specific GMC products. Scripps plans to update the library of video clips, which last two to four minutes, every two weeks. Other advertisers may sign up, but the site will remain relatively uncluttered, said Susan Canavari, senior vice president for marketing at Digitas, which handles interactive, promotion and relationship marketing duties for GMC. "The intent is not for this to become a site that's full of product placement and advertising," she said. ---------------------------------------------------------------------- You can UNSUBSCRIBE from the OpenDTV list in two ways: - Using the UNSUBSCRIBE command in your user configuration settings at FreeLists.org - By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word unsubscribe in the subject line.