Cable channels to go silent on morning of Sept. 11

Rather than air cooking and fix-’em-up shows the morning of Sept. 11, cable’s Home & Garden Television, Food Network, Fine Living and DIY will stop programming for two hours on the first anniversary of the terror attacks on America.

The networks, which all went off the air for 24 hours last September, won’t air their usual programs from 7:30 a.m. to 9:30 a.m. CDT.

Instead, they will play music and show an on-screen message marking the day.

“Our thinking was really going back to what we started when we went off the air for 24 hours on 9-11,” said Ed Spray, president of the Scripps Networks, which owns the cable channels. “What can we do to find a way to tell our viewers we want to pause and reflect with them?”

After discussing the matter internally, the company decided not to program for two hours. It selected 7:30 to 9:30 because it coincides with the time frame of the attacks, from the first plane striking the World Trade Center to the crash of Flight 93 in Pennsylvania, Spray said.

The programming move was not driven by advertising, Spray said.

“It was not commercially motivated,” he said. “We can be more of a service being on the air. People want alternative programming.”

While some advertisers have requested to have their spots shifted to time later in that week, there was not a rush away from the morning time block.

Spray could not say how much the decision would cost his networks.

Around the dial, networks are attempting to line up sponsorship for Sept. 11 programming at a time when such major companies as Coca-Cola, General Motors and Miller Brewing have said they will not run commercials that day. The advertising loss could cost the networks upward of $50 million for the day.