Vice and FremantleMedia to Serve Food Content Across Screens
FremantleMedia has partnered with Vice Media on a joint venture to create a multi-platform food vertical for millennial audiences.
The new venture, which has yet to receive a name or URL, will focus on creating original food programming for Vice’s younger-skewing online audience. In fact, that seems to be the point of the entire partnership, which is pitched as combining Vice’s reach among the younger set online with Fremantle’s expertise in TV production and distribution.
“Today’s youth are the driving force behind the food culture explosion, yet they remain totally underserved when it comes to original food programming,” said Vice Media president Andrew Creighton in a statement. “Partnering with the best in class, FremantleMedia, the new Vice food channel will upend the culinary media landscape, producing more jaw-droppingly entertaining original multi-channel food programming than anywhere else and ensuring the content reaches a global audience on every screen. We’re stoked to say the least.”
Specifically, content created for the food vertical will be available on its own website, as well as Vice.com and sister sites like Noisey (music), Motherboard (technology), The Creators Project (art), i-D (fashion), THUMP (EDM), Fightland (MMA), and the upcoming Vice News (guess).
This content will then be shopped by FremantleMedia to its TV partners around the world.
As for the programming itself, it will span a variety of formats, all focused on “the intersection where humans and food connect.” The slate will include several franchise shows with subject matter ranging from politics of food to world travel and cuisine, to an “irreverent look at home cooking.”
Vice will work with FremantleMedia North America’s original digital production team, which is led by Gayle Gilman, on the content. The goal is to produce and deliver “hundreds of hours” of content in the first year.
Vice already produces a few original series for food-lovers, including “Munchies,” which features world-renowned chefs like Danny Bowen and Anthony Bourdain, and “Fresh Off the Boat,” which looks at “culture-defining global food trends.”
Tags: Andrew Creighton, Anthony Bourdain, food, FremantleMedia, Gayle Gilman, multi-platform, Noisey, Vice Media