RAM: 'Eat' on the Web
It's here for Scripps, at least. During Thanksgiving week, FoodNetwork.com, a Scripps property, debuts "Eat This," the network's first ever web-only video show. Hosted by young superstar chef and author Dave Lieberman, the 13-episode series will cover national and regional food trends, new restaurants, wine buying, and kitchen gadgets. The ad-supported show will be the centerpiece of a new Flash-based mini-site within FoodNetwork.com. Microsoft has already signed on as the show's exclusive technology category sponsor, and negotiations are ongoing for sponsors in categories including autos and financial services.
Through October and November, Scripps will generate buzz about the launch through on-air promotions on all its cable properties, including FineLiving, DIY, HGTV, and the Food Network, as well as prominent displays on all Scripps Network property Web sites. Scripps will also employ intensive guerrilla marketing efforts, including live events, street flyers, hand stickers, T-shirts, and posters in the cities where the series is being shot: New York, Miami, Chicago, San Francisco, and Seattle.