Oprah meet Iron Chefs: Discovery buys Scripps Networks for billions

NEW ORLEANS, LA – JULY 02: Oprah Winfrey (C) speaks at a cocktail reception for ‘Queen Sugar’ at Liberty Kitchen on July 2, 2016 in New Orleans, Louisiana. (Photo by Josh Brasted/Getty Images for OWN: Oprah Winfrey Network)

Big changes are coming to cable television and your favorite television networks. Just announced, Discovery buys Scripps Networks in a huge billion dollar deal.

Some of your favorite shows might have some crossover potential with the announcement Monday that Discovery Communications bought Scripps Networks Interactive for $14.6 billion. While a merger between communications companies may sound boring, this announcement has a big impact on women’s programing. This business merger means that one company will have “five of the top female networks in ad-supported pay-TV with over 20 percent share of women watching primetime in the U.S.” To be clearer, one company will now control OWN, Food Network, HGTV, Animal Planet, Discovery Channel, and many more. But, is that good for viewers?

Even though the good for business aspect is clear, the impact it has on television viewers is different. While it seems unlikely that any of these highly successful brands would be eliminated, an underlying issue could emerge. Here’s an example. If Discovery contracts with a specific brand, that brand may be featured in every single Discovery-owned show. The viewer sees the same stand mixer in Food Network Star, Fixer Upper, and Trading Spaces. The repetition isn’t a coincidence. It’s product placement.

Of course, product placement is common on all types of programming and media. But, when one company controls such a large stake, the product influence is multiplied. I’m not saying that the featured stand mixer isn’t a good one. Although, showing only one type of stand mixer implies to the viewers that one is the best, the only available, or the one recommended by her favorite television personality.

Besides the advertising issue, homogenous programming could become an issue. Everyone loves Shark Week, but do you want to see sharks on 20 different channels? A great example is some popular magazine companies. Ever look at a particular food picture cover and feel like you’ve seen that picture somewhere else? Some publishing companies use the same photo shoots for all their magazines. Featured on different articles, the photos are similar but just slightly different. Does that confuse the reader or help to cross promote brands?

Since this merger has a big impact on female viewers, its effect on the retail space could be large. Women tend to be the purchase makers. Oprah’s favorite things are a coveted product placement. The Gaines’ Magnolia Farms on Fixer Upper has turned into an empire. Could Discovery find some type of cross promotion to capture both markets and the money from our purse? How many people would line up for an Oprah/Joanna signature candle?

Granted, these business aspects are the more serious side of the Discovery buyout announcement. A more entertaining thought would be how the networks will work with each other. Crossover shows could be quite funny. Instead of Phelps versus Shark, next year could feature Food Network Star versus shark, where each contestant must capture, filet, and cook a black tip shark. Or maybe, it’s Naked and Afraid meets Property Brothers in a battle of the best primitive shelter. And, with the recent Los Angeles 2028 Olympics announcement, the merger offers even more Olympics coverage.

Next: Phelps vs Shark was all hype

As the Discovery and Scripps announcement is still new, the long-term impact remains to be seen. For today, look at the entertainment potential of this merger. What other television mash-up show could you create between the two companies?