Scripps Networks officially launched its fourth network — Fine Living — last Monday, but executives were coy about who could actually see the lifestyles channel.
Time Warner Cable committed to distribute the network to 5 million homes, but it will turn the channel on in selected systems in three-month increments.
Executives said Fine Living will be launched in Palm Springs, Calif.; San Diego; Milwaukee; Cincinnati; and Dayton, Ohio. But calls to those systems late last week indicated that they had not launched the channel on March 18.
RCN Corp. has committed to launch the channel in Manhattan "sometime this year," according to the network.
Fine Living president Ken Solomon declined to name the channel's 24 advertisers, but viewers Monday saw ads from the Coca-Cola Co., The Prudential Insurance Company of America and BMW of North America LLC.
The network — targeting the "elusive" viewership of households earning $75,000 or more — is tied to a Web site (www.fineliving.com) and a magazine that hit the stands last month.
The network has 200 original half-hours in five programming categories: adventure, rejuvenation, transportation, personal space and favorite things. Also in the mix are 140 short-form interstitials.