An Inside Look at Tastemade’s 2014 Programming Slate and Strategy

/ Jul 7, 2014

tastemade

Fresh off a $25 million Series C round led by Scripps Networks Interactive, digital food network Tastemade is actively building out its original programming slate — and the company plans to have brands on board for every show it produces.

At the outset, the slate is comprised of five programming projects, all currently in production, all pre-sold to brands, and all certain to come out in 2014 and 2015:

Grey Goose / “Local Flight”: A 12-episode series that treks across the country to feature innovative mixologists and challenge them to create unique cocktails based on their area’s local ingredients. Themed to series sponsor Grey Goose’s “Fly Beyond” campaign, the series will also feature Grey Goose creator Francois Thibault in an episode.

Stella Artois: Previous collaborator Anheuser Busch is back for another show, which will consist of recipe-based videos of dishes and locations that are recommended and submitted by Tastemade’s social audience. This show will roll out in July.

Local flight BTSChase / “Off the Menu”: A food-and-travel series, sponsored by Chase Sapphire Preferred, which will seek out some of the world’s best-kept dining secrets — from unmarked hole-in-the-wall restaurants to a secret menu item at the most prominent restaurant in town. This show will air in the third quarter.

Kraft Philadelphia: Pulling in some of the top talent in Tastemade’s network, a new video series will feature unique and interesting dishes that feature Kraft’s Philadelphia Cream Cheese.

Bottlenotes: Tastemade will launch a new YouTube channel for the online wine community. Among four new wine- and spirit-themed shows being developed for the channel include two travel series, one which features the world’s most unique vineyards (and includes recipes inspired by that location) and another that enters the home of wine collectors to learn about their most treasured bottles of wine. These shows will also air on Tastemade’s channel.

These won’t be the only brand-sponsored series coming to Tastemade in the coming year, according to Oren Katzeff, head of programming at the network. Tastemade is targeting 8-10 more original series with brands attached from the beginning.

This ambitious goal is a testament to the demand Tastemade is seeing from advertisers, says Katzeff. “From a production standpoint, there has been a lot of demand for our content from the brand side,” he says. “So we’re very aggressively going down that path, and we’re going to build my team so we can explore that [opportunity] further.”

It’s also indicative of the company’s approach to developing original content, which prioritizes aligning ideas developed in-house by Tastemade with a potential brand partner’s goals. “We have a list of 40-50 shows that we are very passionate about doing,” says Katzeff. “One of these shows might fit a certain brand — with Bacardi it was about making something ordinary extraordinary.” This led to “Local Flight,” which goes a bit beyond a well-shot mixology video.

Don’t call this “branded entertainment,” though — Katzeff doesn’t think it is. “At it’s core, any show that we create with a brand has to be an amazing piece of content on its own,” he says. “I think where others sometimes fall short is that when it’s ‘branded entertainment, it feels like a commercial — and the audience is going to see right through that. That’s bad for the brand and bad for you.”

Tastemade is also wary of a criticism lobbed at many presenters at the Digital Content NewFronts — when a slate isn’t a collection of shows in production, but rather ideas that require advertiser money to get made.

“When you look at something like the NewFronts, so far there are a lot of people talking about shows that they would like to make if they got a brand [on board],” says Katzeff. “What we’ve done that we think is exciting is we’re saying: Here’s a slate of five shows, we’re producing them, we’re producing more, and they’re all going live this year.”

Tags: , , , , , , , , , , ,


  • Gorgeous and thoughtful programming. Yay, Tastemade!

dirty-30-hannah-hart-mamrie-hart-grace-helbig

VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...

 
facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

 
Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

 
Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...

 
Robert Redford and Jane Fonda Electric Horseman

Netflix Rolls Camera on Robert Redford & Jane Fonda...

 
AmazonBox

Amazon Greenlights Docu-Series on Tennis Star Novak Djokovic