Food Network’s Edgy Little Brother

Food Network has been around for 17 years, and within that time we’ve seen the network devolve to a channel about food to a channel about personalities. Real cooking shows are more utilitarian and classroom-like that what Food Network has been producing for the past 10 years. In an effort to make cooking for the “home chef” seem interesting, shows are given a quirky host with a story that supports their entree theme. When it becomes too challenging to manufacture personalities, the network has made strides to obtain new talent via their competition shows such as “The Next Food Network Star” and “Food Network Challenge”. The E.W. Scripps Company, which owns Food Network, DIY, Fine Living, HGTV, and several other lifestyle cable channels, has decided to create a new network with a focus on cooking, aptly named The Cooking Channel.

So what does a network do before it jumps the shark? It creates a younger, hipper offspring. ESPN birthed ESPN2, the network with the promise of showcasing new and alternative sports. MTV made way for MTV2, the channel that actually plays music videos. Lifetime needed to reach more women with Lifetime Real Women. Nickelodeon gave birthday to a litter with Nick Jr., Teen Nick, and Nick at Nite. All of these cable channels spin-off networks with the promise to get back to basics and do what the originals failed to do: stay true to their mission.

For most networks, this change in mission is less about the success of the programming as it is about the funding from advertisers. In the world of cable television, success breeds success. Spin-offs are easier to create and bank on. Food Network’s success as a network has led to a full consumer products line and a slew of business opportunities for their talent. For all the success Food Network has found with the likes of Paula Deen, Rachel Ray, Emeril Lagasse and Bobby Flay, the programming is centered around supporting the character of the host more than food.

According to a USA Today article, Michael Smith, network manager claims the Cooking Channel is ”a little grittier, a little more about food and information and a little less about pure entertainment.” Where have I heard this one before? Excuse me for being cynical, but several promising networks have become nothing more than a venue to rerun programming on. The Cooking Channel is already airing a healthy portion of Food Network reruns. The “grit” seems to come from a few of their original shows, all of which have younger hosts that cook up ethnic cuisine (Chinese, French, Indian).

Maybe I’m too cynical about The Cooking Channel. After all, good programming evolves over time. Food Network is trying to create an alternative brand for a difference audience (gen X, Y, millennials). Will this new format fizzle out in five years to become it’s own brand, or will it simply become the rerun channel? Time will tell.

To check out The Cooking Channel, check your local listings. The network went live last week in the US (basic cable). If you’ve been watching The Cooking Channel, tell me about your favorite show and what you’d like to see on the network. I’m thinking sushi.

Photo: The Cooking Channel

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