24HourChannel

When you're a cable network and you're only reaching 55 million households and want to reach twice that amount, what do you do? If you're Scripps Networks, you rebrand the channel and give it a new name. That's why Fine Living will become the Cooking Channel in 2010.

The way I see this, since Scripps owns the Food Network, the Cooking Channel will be sort of a Food Network annex. Food Network 2.0. Food Network, Two. In actuality, a lot of the programming on Fine Living now is connected to Food Network. Old Iron Chef episodes, Emeril LaGasse and Mario Batali and Wolfgang Puck ... all cooking shows that were once on Food Network.

Now that it's going to drop the Fine Living angle and concentrate on cooking, all the overflow from Food Network will have somewhere to go.