Scripps Networks is looking to convince marketers that they should consider lifestyle a separate part of their media plans.

Currently, advertisers allocate budgets to TV categories like general entertainment, reality non-fiction, kids, broadcast and sports. Scripps' networks, which include Food Network, Cooking Channel, HGTV, Travel and DIY, are typically lumped into the general entertainment or reality bucket.

But Steve Gigliotti, president-ad sales, said the network group needs to be part of a new category, arguing that lifestyle programming attracts a particularly highly-engaged audiences that often watches live.

Other networks are increasingly trying lifestyle shows in their programming, Mr. Gigliotti added. While he didn't mention them by name, rival company A&E Networks is in the process of replacing Bio with FYI Network, a lifestyle channel with a mix of food and home-improvement shows. The new channel is set to begin on July 7.

"One cooking competition show doesn't make you a lifestyle brand," Mr. Gigliotti said.

Mr. Gigliotti briefly discussed Ulive, Scripps' recently introduced digital video platform, as a way for brands to reach younger viewers and an opportunity to experiment beyond food, home and travel, with parenting, fitness and beauty-centric shows. The company is expected to discuss the platform further in its pitch to digital video buyers at its first NewFront event next week.

The biggest new programming announcement from Scripps on Tuesday was a home design competition series starring Ellen DeGeneres coming to HGTV next year. Outside of that, new programming on the networks include more food competitions and celebrities -- think Jennie Garth and William Shatner -- renovating and flipping houses.