So the company built Genius Kitchen: a multiplatform digital-media brand aimed at young adults (ages 21-35) who are passionate about food, cooking and culture. Genius Kitchen will comprise original short-form programming, plus licensed food shows and content repurposed from Food Network and Cooking Channel.
In addition, Genius Kitchen’s videos will be integrated with a database of more than 500,000 recipes culled from Food.com, which Scripps Networks plans to phase out. When you’re watching a Genius Kitchen show and there’s a relevant recipe being featured, you can have it delivered directly to your smartphone.
“It’s a desire to create content for younger audiences, who are consuming it in different ways,” said Rich Lacy, senior VP of digital brand creative at Scripps Network Interactive.
Scripps Networks is initially launching the free, ad-supported GeniusKitchen.com website, which goes live Tuesday. That will be followed in early October by the rollout of 150-plus hours of video content, available on mobile apps, Apple TV, Amazon Fire TV and Fire Tablets, YouTube, Pluto TV, and other platforms.
Ooooooooo we definitely need to hop on this opportunity. Just picture a combination of Big Al, MK, and Jamiel just whippin up all sorts of unusual dishes or the JG team attending food festivals and tastings with all our random glory. I’m absolutely contacting the higher ups and getting the ball rolling on this.