Collective Digital Studio is cooking up a new strategy to expand its network of food channels.
“It’s a big category and we feel like we’re well positioned to make more content in that category,” says Gary Binkow, CDS co-founder and chief creative officer. “We’re working with some premium creators in that space, as well as creating our own brands.”
Details about which creators they’re working with are still under wraps, however Binkow confirms to StreamDaily that CDS is both growing the number of channels its network represents in that category, and also launching new food-related series.
While technically CDS already represents one of the most popular food shows on YouTube, Epic Meal Time, and is co-producing its TV spinoff Epic Meal Empire, Binkow considers that more of a comedy show, and the tone is not necessarily representative of the types of series it’s planning. The focus will be on short-form, dynamic, shareable content, he says.
Food programming is heating up online – last year FremantleMedia and Vice teamed up to launch Munchies, a diverse food channel that through original series explores controversial food issues, for instance, and talks to athletes about their eating habits. Niche multi-channel network Tastemade has long been cornering the market and seems to have the confidence of investors, in July receiving $25 million from Scripps Networks Interactive.
What makes the category attractive to CDS is the potential to draw in sponsors and create visually appealing content, Binkow says.
“I do feel like it’s probably more advertising-friendly in one respect, but in another respect I think it’s because in a simple way it’s sort of like food porn. It’s a visual medium and if you can make great-looking food and make interesting content around making great food in short bites, excuse the pun, it seems like this is the perfect platform for it.”