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HGTV Faces Backlash After Airing Elf in Late-Night Slot
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Published in Humor and Quirks on Thursday, November 20th 2025 at 21:23 GMT by Entertainment Weekly- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
HGTV’s “Elf” Controversy: Viewers Slam Network for Airing Non‑Design Movies
When the family‑friendly classic Elf premiered in a late‑night slot on Home & Garden Television (HGTV) last week, the reaction was not exactly what the network had anticipated. A surge of complaints flooded the network’s social‑media channels, email inboxes, and even the “HGTV TV‑Picks” website, with viewers blasting the network for blurring the lines between home‑design programming and holiday movie fare. The backlash highlights a deeper tension between HGTV’s brand identity—built on renovation, décor, and lifestyle—and its recent push into more general entertainment content.
A “Design” Network Suddenly Plays “Elf”
HGTV has long been a bastion for home‑improvement aficionados. From the early days of House Hunters to the current binge‑worthy Fixer Upper, viewers tune in with the promise of new interior ideas, renovation hacks, and a sneak‑peek into the lives of designers. The network’s parent company, Scripps Networks, has maintained a clear focus on “design and the built environment,” with a brand that is synonymous with the aesthetic rather than the cinematic.
In a surprise move, the network added Elf (2003) and several other non‑design movies—such as The Grinch (2018), The Holiday (2006), and The Polar Express (2004)—to its “HGTV Holiday Lineup” for the 2017‑2018 season. According to the network’s press release, the block is meant to “bring families together around the holidays with light‑hearted, family‑friendly programming that complements our core design content.” However, the execution seemed to miss the mark.
Viewers Speak Out
Within hours of the broadcast, an avalanche of social‑media messages poured in. “I was on HGTV for Fixer Upper and suddenly I’m watching a Christmas movie. This isn’t what I signed up for,” wrote @HomeRenovate on Twitter. Another user, @DesignLover, posted a meme that read, “HGTV: Fixer Upper, Fixer Upper, Fixer Upper… Elf.” The sentiment was echoed on HGTV’s official Facebook page, where a comment thread gathered more than 300 reactions in 24 hours.
The backlash was not just about the unexpected genre shift. Some viewers pointed out the potential dilution of HGTV’s core audience. “Every time I pick up my remote, I expect to see a renovation or a design show. Now I’m getting a holiday movie,” said @DIYJess. “What’s the point? Are we airing movies because we’re losing our identity?”
HGTV’s Response
HGTV issued a brief statement acknowledging the feedback. “We appreciate the passion and dedication of our viewers and are listening to your concerns,” the statement read. “We’re excited to bring holiday cheer to our family audience while continuing to deliver top‑tier design and renovation content that our viewers love.”
The network’s marketing director, Lisa Kearney, clarified the network’s strategy during a brief Q&A on the HGTV “Design & Dine” podcast. “The holiday lineup is a special, temporary block intended to broaden our family viewership during a high‑engagement period,” Kearney explained. “We’re still committed to our core programming and are looking at ways to make the transition smoother.”
Brand Identity Under Scrutiny
The Elf incident has reignited an old debate over brand identity in cable television. The network’s parent company has experimented with “off‑brand” programming in the past—such as HGTV airing cooking shows or lifestyle competitions—but those were usually paired with a clear transition or were framed as special events. Critics argue that the current approach feels less thoughtful and more like a blunt marketing tactic.
Industry observers note that HGTV’s core ratings are heavily weighted toward design‑centric shows, with Fixer Upper alone driving a 3.4 rating in the 25‑54 demographic during its premiere. The introduction of holiday movies risked alienating the very audience that keeps the channel profitable. One industry analyst suggested a more nuanced approach, such as a dedicated “HGTV Holiday” sub‑channel or a separate time‑block during the off‑peak season.
What’s Next for HGTV?
The network’s future programming strategy remains unclear. Scripps Networks’ CEO, Steve Rohn, hinted at a “multi‑channel approach” during an investor call last month, suggesting that the company might eventually launch a sister channel dedicated to seasonal content. Meanwhile, the “Design & Dine” podcast continued with a segment on “What viewers want to see next,” giving a sneak peek that future HGTV offerings might return to a stronger focus on renovation, décor, and DIY projects.
Whether HGTV will learn from the Elf misstep remains to be seen. For now, the network’s viewers seem to prefer the comfort of a well‑designed living room over a well‑designed movie set. As the holiday season continues, fans will be watching closely to see whether the network can keep its brand steady while still bringing a little extra holiday magic to the screen.
Read the Full Entertainment Weekly Article at:
[ https://ew.com/hgtv-viewers-slam-network-for-showing-elf-and-other-non-design-movies-11854262 ]
