The meeting’s topic was code-named Project Thunder. The meeting had been called by Loren Ruch, a fifty-one-year-old senior executive, whom one could imagine hosting a peppy, good-humored daytime game show. They were discussing unsafe content, or, at least, material that might be less straightforwardly comforting than the scene-repeated on HGTV, in slight variations, a dozen times a day-in which homeowners cover their mouths in shocked delight at a newly painted mudroom. One morning last June, a dozen executives at HGTV, the popular home-renovation television network, which for twenty-six years has offered content that is cheering and conflict-free-or “safe, tied in a bow, like a warm hug,” as Jane Latman, the network’s president, recently put it-met on Zoom to share transgressive thoughts. This content can also be viewed on the site it originates from.
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