The prevailing theory is that we're a nation that likes to watch others cook, even if we're not that excited to get in the kitchen ourselves. That theory will be tested on May 31 when Scripps Networks, the company that owns the Food Network, launches a second 24-hour channel devoted to food programming: The Cooking Channel.
The two channels will share food personalities like Bobby Flay and Rachel Ray, and the focus of The Cooking Channel (which replaces the Fine Living Network) will be on those celebrity chefs, food categories (brunch, low-calorie eating) and food history.
But at a time when food personalities are being packaged as the next rock n' roll stars and game show hosts, The Cooking Channel will test how much appetite we still have for food-based television programming.
Many of the current food-TV options fall under the category of TiVo filler or channel of last resort -- I'm not sure how a second channel will be able to offer programming that will break the mold. Sequels to existing cable channels -- MTV2 or ESPN2, for example -- tend to become clearinghouses for leftovers that are entertaining only because they can expose some of the stories at the fringe.
And because food television is rarely edgy, it's hard to imagine just what food lovers exist out there on the edge. Most of what I'm imagining is neither tasteful nor likely appetizing if filmed. In addition, niche television networks seem to be slightly behind niche Web sites -- thus, I expect we'll see a slate of shows about the raw food movement, eating local and small batch producers of spirits or food.
I guess I should just be glad that the network decided not to go with a cable channel idea I'm certain has been pitched to television executives: the 24-hour competitive eating channel. Although if they had, they always could have bought the rights to this epic contest for the upfronts.
[Image via Flickr: nicholas.boullosa]
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