While some networks only dip their toes into reality TV, media giant Discovery Communications has made it a solid part of its business model, particularly on its women-focused TLC network.

Boasting more than 99 million U.S. subscribers in 2009, TLC has been a significant boost for the Silver Spring company, which acquired the network in 1991. Discovery posted $1.43 billion in advertising revenues alone for 2009, according to its annual report filed with the Securities and Exchange Commission.

"Reality TV has really grown over the last several years," said Steve Cheskin, executive vice president of content strategy and development with TLC. "People get fascinated with real personalities and seeing things they can relate more to."

TLC's programming includes more than 25 such shows, with most skewing to women 18 to 49 years old. TLC, formerly The Learning Channel, originally focused on educational programming.

For networks, reality programming is especially appealing because it costs less than hiring star actors or buying syndicated shows, said Michael Corty, an analyst with Morningstar in Chicago. He said Discovery also has the advantage of multiple networks.

"In TV, more things don't work than do work, but we still have a high batting average," Cheskin said. "We look at the kinds of shows working on our network and other networks. ... We don't want to copy, but we pay attention to trends.

"Food is a big category right now," Cheskin said, referring to the popularity of TLC's "Cake Boss" and "Ultimate Cake-Off." TLC plans to produce more food-related programming, he said.

That includes a show that will feature sisters Sophie LaMontagne and Katherine Kallinis, owners of Georgetown Cupcake in Washington, D.C. The women recently opened a Bethesda location. Their show is billed as the "Cupcake Sisters" and is set to be televised this summer.

Family businesses — and families in general — are also big viewer draws, Cheskin said, adding that advertisers are especially attracted to these shows.

"There's a certain population that enjoys this type of programming. ... There's a lot of competition, but people are watching," Corty said. "TLC has found their niche. "

Ideas for TLC shows can come from almost anywhere, but usually have elements of people who are comfortable with themselves, plus a sense of humor and some kind of drama, Cheskin said.

TLC had its own off-screen reality drama to deal with last summer, when marital tensions between the title characters of the popular "Jon and Kate Plus 8" program resulted in a breach of contract case and the show's cancellation.