Dish Network on Tuesday bolstered the channel lineup of its upcoming Internet TV service courtesy of a multi-year contract renewal with Scripps Networks Interactive. The agreement includes streaming rights for over-the-top (OOT) live content as well as video-on-demand content according to a press release on the matter.

Scripps Networks Interactive likely isn’t a name that you’re familiar with but they’re responsible for a number of popular channels including HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country.

As PCWorld notes, Dish is expected to launch its Internet TV service by the end of the year. The service, aimed at cord cutters, cord nevers and what the company calls cord haters, will launch with an estimated 20 to 30 channels at a price of around $30 per month according to insiders.

At that price, Dish believes it’ll be attractive enough to those that don’t already subscribe to their satellite service without cannibalizing its existing subscriber base.

The announcement comes roughly a week after Sony secured a similar content streaming deal with Viacom to carry around 20 of its channels including BET, CMT, Comedy Central, MTV, MTV2, Nickelodeon, Nick Jr., Nicktoons, Spike, TV Land, VH1, BET Gospel, Centric, Logo, CMT Pure Country, MTV Hits, MTV Jams, mtvU, Palladia, TeenNick, Vh1 Classic and Vh1 Soul – all in HD.

The television industry has been clinging to its lucrative, yet dated broadcast model for years but with deals like these and others no doubt in the works, it’s only a matter of time before everything moves to the Internet.