FOOD Network presentation for Marketing Executives Group NRA

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FOOD Networkpresentation forMarketing
Executives GroupNRA

• Jim Dowdle
• VP Midwest Sales

Katherine Alford Director Food Network Kitchens
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New Partnership Tape
.
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• Providence Journal
• Reese Schonfeld founding President
• Launched Thanksgiving Day 1993
• 6 Million Households

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Core Values

• Stay true to category of FOOD
• Be Informative
• Be Relevant to more people
• Be Unique. Create a look and feel that will give
  us the ability to stand out (different than PBS)
• No product placement in program

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Programming

• Low Budget news production model
• All studio based, mostly simmer and stir
• Talking Food with Robin Leach
• Dessert Show with Debbie Fields
• Cooking Classics-
• Julia, Graham Kerr, James Beard
• Emeril

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The Growth BeginsEarly 95

• 10M Homes
• Launch in Manhattan
• Viewers are interacting
• 20,000 recipe requests a week in the mail
• www.foodtv.com was born later that year

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Expanding the audience Food Segmentation

• Foodies
• Working Moms
• Weekend Entertainers
• Grillers and Tailgaters
• Dine Out
• Sustainers

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Expanding the audience Food Segmentation

• Foodies
• Taste with David Rosengarten
• Working Moms
• Feeding Your Family on 99 a Week
• Weekend Entertainers
• Entertaining with Dean Fearing
• Grillers and Tailgaters
• Grillin and Chillin
• Dine Out
• TV Diners

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• Take Programming Risks- Diversify
• Two Fat Ladies
• Emeril Live!
• Iron Chef Japan
• Alton Brown
• Unwrapped
• Begin to develop as a brand
• Get our own voice
• Pop Culture- SNL Parodies

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• Foodie ? Elitist

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• Changing peoples perception of what a food
  network could be
• Way More Than Cooking

but still be relevant to the core audience
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• User-friendly advice and hands-on demonstration.
  
• Tapping into the countrys desire for
• Quick and Easy Meal Solutions
• Easy Entertaining
• Weekday in Daytime and 3 to 6PM
• Weekends from 7am - 2pm

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PRIMETIME

• Food as Entertainment
• Established Hosts in New Formats
• Test New Program concepts in Specials
• Explore subjects and Concepts with a Limited
  Series

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54 Million Monthly Viewers
Source Nielsen Media Research. Based on 53.7 MM
A18 Unduplicated Monthly Audience in CY 2006,
Total Day.
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1 Food Site 10 MillionMonthly Uniques
Source Nielsen Net Ratings 4Q 2006.
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Best Selling Cookbooks
Source Amazon.com
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1 New Syndicated Show
Source TV Week January 15, 2007 Syndication
Personality of the Year
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Food Network Trends Tasting

• Katherine Alford Director
• Food Network Test Kitchens

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Food is Hip!
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What People Want
VS
Inspired Home Cooking
Chef-Inspired
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FoodNetwork.com
From Inspiration Entertainment to Deeper
How-to on line
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Who Eats Up All This Content?
Food Lover
Home Cook

• Practical Solutions
• Seeks New Ideas
• Tips, Tips, Tips
• New Ingredients but Accessible
• Healthy Options
• Cooks Multiple Timesa week
• Inspired by restaurants

• Food As Entertainment
• Loves Restaurants
• Travel
• Festivals
• Competitions
• Hobbyist
• Special Occasion Cook
• May Not Cook At All

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• Online Food Community
• Passionate about all things food
  thefoodsection.com
• Local Food Scene eater.com
• Food Community seriouseats.com
• Quirky, opinionated slashfood.com
• Single subject sliceny.com
• Young and personal chocolateandzucchini.com
• Off the record Bruni blog at NYTimes

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Hot Cuisines
Greek the New Italian Latin Cuisine More than
Mexican Pan Asian More authentic than
ever African Rising Star Chinese Everything
Old is New Again
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Whats Trendy
 

• Burgers in All Forms
• Grass-Fed Beef
• Functional Foods
• Beyond Pork Belly
• High-End Bar Snacks
• Exotic Fruits Acai, Mangosteen, Guava
• Food Bans Trans Fat

• Exotic Spices
• Cup Cakes
• Beer
• Spanish Cured Meats
• Meat Balls
• Mastic
• Natural Sodas
• Tea

Grown Up Shakes Cocktails Rye, Gin,
Rum Blurring of Sweet and Savory Sustainable
Fish Slow-Cooked Foods Focus on Ingredients
Affinage
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Hot Chocolate

• Familiar with a Twist
• Artisanal
• Accessible Luxury
• Small Portions
• Sustainable
• Indulgent
• Healthy

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Shop Local/Eat Global

• Demand a World of Bold Exciting Flavors
• Local Food Sources Farmers Markets, regional
  specialties, artisinal products
• Food Miles Local is the next Organic
• Face to Food Farmers as Heroes

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Time

• Quick and Simple, but YUMMY
• 30 minutes or less 
• Less is More
• Start with high-quality ingredients, less to do

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Top Food Trends Cooking Techniques
Braising
Grilling
BBQ marries these techniques
Trophy (Outdoor) Kitchens Grill Masters Smoking
Meats
Long and Slow Crock Pots Rock
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All-American
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