Matlock. Murder She Wrote. The Food Network.
The Food Network has gotten old. The shows are stale, the hosts have overstayed their welcome, and the audience is sliding into middle age.
Along comes Tastemade.
It’s a multi-channel network on YouTube that’s not just aiming to host the next generation of food shows. Tastemade wants to be the future of programming for the modern media age. It’s instantly global, social, and available anytime, anywhere. See the difference?
One year-old Tastemade is not just any old startup but is already a force to be reckoned with.
Tastemade creates original programming but the bulk of its content comes from networked partner channels. It has assembled a network of more than 100 food channels seen in over 200 countries and across multiple networks and devices. It’s got serious money behind it as well as the backing of serious players from technology and media, including early investors in TiVo and Netflix. There’s also a wildly popular app that storyboards users through the making and uploading of their own one-minute mini food shows. It takes just a few minutes and nothing more than an iPhone or iPod to create a restaurant review or cooking demo that’s shared with a global audience.
If you’re much older than a millennial you might not get it.
It sounds like a lot of unpolished content to slog through when you could just tune into a little Rachael Ray or Chopped on TV, but Tastemade speaks to an overall shift in viewing patterns. YouTube is the dominant go-to website for a generation raised on visual computing, even routinely used for content searches in the same way that older audiences rely on Google. But younger generations are still hooked on the traditional format of episodic television entertainment, and they look for more than the random aggregation of the YouTube universe. Tastemade finds the viewing sweet spot with a combination of TV-length, serialized shows plus digital media creation and discovery.
The Food Network was launched twenty years ago and it immediately won us over with a roster of talented chefs and cooks who entertained us by sharing their knowledge and passion for food. In recent seasons the real cooking has taken a backseat to inane competitions, product placements, dumbed-down instruction, and loutish celebrity hosts.
Tastemade’s multi-channel platform is squarely aimed at a new, global generation of food lovers, but the fresh, truly food-centric content belongs in everyone’s future.