Bracknell (England)-based upmarket supermarket chain Waitrose have revealed their intentions?to launch a cookery-based online TV channel by the end of they year, which they claim?will become the ?first purely food-related online video channel from a retailer?.
Working with Red Bee Media, the channel (set to be simply called??Waitrose TV?) will feature?a range of on-demand online videos from the supermarket?s?contracted celebrity chef?personalities such as Delia Smith, Heston Blumenthal, The Fabulous Baker Brothers, Silvana Franco, and?Dhruv Baker?(MasterChef).
The channel will be made available through?both browsers and portable devices, with?six channels and a ?highlights? stream?featured on the ?hub??to provide a range of?recipes and expert guides,?alongside interviews, informative programming based on ingredients and health, and seasonal content for periods such as Christmas.
Additional features of the hub include a more interactive angle, as customers will be able to ?share? their favourite videos via social networking sites, while Waitrose will aim to make money?from their content by including a ?buy ingredients? button on their videos to serve as a direct link to their online store (and the specific Waitrose ingredients for the featured meals).
Waitrose digital editor Courtney Freedman-Thompson said of the plans: ?We know that our customers are increasingly viewing video content online so we wanted to develop Waitrose TV to provide shoppers with new inspiration and recipe ideas in an engaging way. We?ve made it really easy for shoppers to buy ingredients for the recipes they like, so they can cook them at home. We?re delighted to be working with Red Bee Media on this exciting new initiative.?
Red Bee Media?s creative director Andy Bryant reflected the mood on the other side of the partnership, as he summarised: ?With the dynamic growth of TV across multiple platforms, brands now have exciting opportunities to use online video to grow their business. We?re delighted to be working with Waitrose in helping them to implement their innovative online video ambitions.?
While they are notable for a slightly more expensive selection of foods in their range of outlets, will Waitrose?s effort to create digital content be seen as more universally appealing?
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Source: http://www.worldtvpc.com/blog/waitrose-tv-reveal-interactive-food-streaming-channel/
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