I have been saying this for months, the quality ‘talk and how-to content’ is moving away from TV. And now It looks like the rest of the world is begining to get this - finally.

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. [Read the rest]