The ‘Ice Effect’ boosts Scripps Networks

vanilla ice

Shares of Scripps Networks Interactive hit a 52 week high this week, just days after “Vanilla Ice Goes Amish” premiered on DIY Network, the Scripps home improvement cable channel.
Shares of the Knoxville-based lifestyle media company rose as high as $80.73 on Tuesday, before closing at $80.54 .
The stock had given back some of gain by mid day Wednesday, but SNI continues to trade well above the last closing price before the show’s Oct. 12 premiere.
Call it the “Ice Effect.”
In “Ice Goes Amish,” Robert Van Winkle, the rapper’s real name, lives and works with an Amish community in Ohio. The heavily tattooed reality TV star helps remodel a kitchen and build a barn, among other things.
Before you dismiss the power of the “Ice effect,” consider this:
Since Van Winkle’s first DIY show — the award winning “The Vanilla Ice Project” — premiered Oct. 14, 2010, Scripps shares have surged more than 70 percent.
Sure, other shows on other SNI cable channels have contributed to the company’s success. Scripps stable of celebrity chefs, gardeners and adventure travelers is plentiful.
But there is only one Ice.
Early reviews of the Van Winkle’s Amish adventure have been positive.
Here’s an excerpt from a review by Bloomberg Businessweek:
“Vanilla Ice Goes Amish isn’t so much an instructional show as it is a chance to watch a regular, 21st century person (who also happens to have dated Madonna) struggle with a stripped-down lifestyle. He doesn’t just renovate with the Amish, he dresses like they do, rides in their buggies, and farms with them, too. Clara Hershberger, the woman whose kitchen is remodeled in the first episode, is taken aback by Ice’s tattoos, piercings, and tendency to wear T-shirts emblazoned with his own name. The rapper tries to help her with the laundry but has no idea how to work the clothes wringer or hang things on the line outside to dry. “Celebrities never do their own laundry or anything?” Hershberger asks. Ice just laughs and shakes his head no. That’s one thing he won’t do himself. “
Click here for the full review.
Click here for “Vanilla Ice Goes Amish” videos