×
You will be redirected back to your article in seconds

FremantleMedia and Vice Create Joint Venture for Cross-Platform Food Network That Skews Young

Aiming to feed culinary programming to youthful audiences worldwide, FremantleMedia has teamed with Vice Media on a joint venture to create a multichannel food platform for millennials spanning TV and online distribution.

The name of the new venture has yet to be announced. The companies said they are investing “significant resources” in the initiative, but financial terms weren’t closed.

Initially, the JV will be a web channel on Vice but the project is structured to leverage FremantleMedia’s position to sell the content to TV networks globally. The companies expect to produce hundreds of hours of content in the first year of the partnership.

The Vice food vertical will comprise a mix of video, articles, how-tos, recipes and events. Subjects will include the politics of food, world travel and cuisine, and an “irreverent” look at home cooking. Vice will collaborate with FremantleMedia North America’s original digital production team, led by Gayle Gilman, as well as the FremantleMedia production teams around the world.

Vice Media has “a great track record of identifying key genres which are not catering (to) the younger demographic, and entering those areas in a very major way,” Keith Hindle, FremantleMedia CEO of digital and branded entertainment, said in announcing the pact. “We agree food and drink today are central to so much of youth culture, and the genre is ready for a smart, bold new voice.”

Content from the venture will be available on multiple platforms, including Vice.com, alongside its other verticals: Noisey (music), Motherboard (technology), The Creators Project (art), i-D (fashion), Thump (electronic dance), Fightland (mixed martial arts) and the forthcoming news vertical Vice News.

The companies said longer-term plans for the JV include “experiential activities” such as festivals and tastings; mobile extensions such as apps and a “food locator” concierge service; social activity including Facebook integration and user-submitted reviews and contributions; and licensed merchandise.

Vice Media prexy Andrew Creighton said younger auds are “totally underserved” when it comes to original food programming. The new FremantleMedia/Vice channel, he boasted, will “upend the culinary media landscape, producing more jaw-droppingly entertaining original multichannel food programming than anywhere else and ensuring the content reaches a global audience on every screen. We’re stoked to say the least.”

Last summer, Vice Media sold a $70 million stake to 21st Century Fox, giving Fox a 5% stake in Vice and valuing the company at $1.4 billion.

Popular on Variety

More TV

  • Atmosphere71st Annual Primetime Emmy Awards, Show,

    Emmys: Big 4 Broadcasters Post Lowest Combined Wins Ever

    The Big 4 broadcast networks put a cap on their worst year in Emmy history on Sunday night. ABC, CBS, Fox and NBC brought home just 16 Emmy Awards — the lowest combined total in history for the four major broadcast networks. The previous low was 19 combined wins in 2016. Last year, the networks [...]

  • Karamo BrownLA LGBT Center 'Hearts of

    Karamo Brown Addresses Backlash Against Sean Spicer Comments

    Karamo Brown has doubled down on comments he made about his fellow “Dancing with the Stars” contestant Sean Spicer, in which he promoted the idea of meeting political adversaries “in the middle.” The amicable “Queer Eye” host received criticism when he said he was “most excited to meet” Spicer ahead of the show’s 28th season, [...]

  • Billy Porter Emmy Win 2019 Pose

    Billy Porter Dispels Rumors of RuPaul Rift Backstage at Emmys

    Billy Porter choked up backstage on Sunday at the Emmy Awards as he spoke about the larger cultural significance of his lead drama actor Emmy win for the FX drama “Pose.” Porter leads the large ensemble on the series set in 1980s New York City during the height of the AIDS crisis and the birth [...]

  • Michelle-Williams-Rupaul-Split

    Emmy Winners Urge Political Activism During Acceptance Speeches

    As the country inches closer to the 2020 election, Emmy winners on Sunday night used their time in the spotlight to advocate for political causes. Celebrities such as Patricia Arquette, Michelle Williams, and RuPaul Charles all urged activism from viewers while accepting their awards. While accepting her Emmy for her supporting role in Hulu’s “The [...]

  • Julia-Garner-Billy-Porter-Phoebe-Waller-Bridge

    An Emmy Night Full of Surprises Matches TV's Energy in the Streaming Era (Column)

    The 2019 Emmy telecast effectively began with a speech by a star from the recent past: Bryan Cranston, who recalled watching the moon landing on television, noting that the most famous televised event in history made him feel he could “go anywhere — even Albuquerque.” The reference to the setting of “Breaking Bad,” the past [...]

  • Phoebe Waller Bridge Emmys

    TV Review: The 71st Annual Primetime Emmy Awards

    The 71st annual Primetime Emmy Awards had some truly surprising moments, twists that not even the most experienced prognosticators saw coming, moving tributes and calls to action. It’s just too bad that not a single one of them came courtesy of Fox’s production.  The Emmys are, all things considered, a dependably tame awards ceremony. They [...]

More From Our Brands

Access exclusive content