chapter 8 MAKING STRATEGY VISIBLE design development Launched in 1999, the fledgling DIY Network was to be a digital cable posi- tion holder for the bigger, better-funded HGTV. With just a million cable subscribers, DIY took hold and has been gaining traction ever since. With the goal of linking broadcast home project shows with online support (plans, specifications, instructions, etc.), DIY at the time of its launch was a mishmash of shows for both male and female audiences, and included everything from