Scripps Networks will launch targeted broadband web "channels" driven by advertising, with some national advertisers - including GMC, LendingTree and Whirlpool - having made ad placements on websites that will offer the programming, ClickZ reports. Kitchen design, project- or hobby-related topics, followed by food will be the focus of the first broadband channels to be developed. Scripps owns niche lifestyle cable channels like Home & Garden Television (HGTV) and the Food Network.

Pre-roll ads will show before streaming video content begins in the new web channels, and ads will be shown before every second video. Most advertisers are repurposing :15 or :30 on-air commercials. For other types of content within the channels, rich media and traditional banner ads are available options.

Scripps has a distribution deal with Yahoo Video Search and relationships to supply original video content to MSN and Comcast.net. HGTV.com already uses video and rich media extensively on its HGTVpro.com site and the "Dream Home Central" site supporting the HGTV cable show.