A new HGTV series that combines financial advice — an increasingly valuable commodity — with the popular DIY home reno format began production last week around Toronto.

Produced by Winnipeg-based Frantic Films, House Poor‘s experts help homeowners who are in the midst of expensive home renos they can’t afford to finish by pointing out where they can trim their spending. The door is open for incorporating branded content in both those fields, says supervising producer Jennifer Horvath. ‘If a couple needs to get a home equity line of credit so that they can complete their renovation — that could be a sponsored element. If they need to get new windows or new flooring, those would be opportunities for manufacturers or retailers,’ she says.

The 13 x 30 show targets homeowners aged 25-45 and is slated for a primetime slot this fall on HGTV. Unlike most home improvement shows, House Poor actually considers the real cost of labor and materials, says Horvath. ‘It really matters to them that they stay on budget,’ she says, of the show’s participants.

HGTV was ranked by BBM Nielsen as the seventh most popular analog specialty channel last fall, with 30% growth in the adult 25-54 demo in 2008.

From Media in Canada