The Food Network continues to invest a ton of resources into second screen apps helping to define the future of TV networks. They recently launched a delicious Cupcake app, and this week they released “Food Network On TV,” a free app for iPhone and iPod touch.
The new app, which was originally under a different name, now includes a selection of clips and full length episodes; exclusive recipes, bios, and show content; a new Twitter integration; and a new FN Dish integration, the network’s blog. It’s not a full recipe app — that’s Food Network in the Kitchen, which costs $1.99.
We spoke with Bob Madden, GM and SVP of online brands for the Food Network and Cooking Channel about their footprint in food and social.
“We want you to be connected on all platforms,” Madden described when we asked him how this app will provide value to their advertisers. The new app, even in its title is building a tighter bridge between the two screens. What the app isn’t trying to do is distract you from watching your favorite Food Network shows. They’re integrating their blog to take their editorial content that might get lost on their website and bring it into a more controlled and social environment, the palm of your hand.
Madden also told us that they worked with EachScape to build the app in “a bit of a template approach.” The company’s website explains that they are “an open, powerful drag and drop environment for creating and managing high-end applications with native code.” They allow you to, “build your own or let us do it for you.”
The Food Network will be using their website, social channel and on-air promotions to promote the new app. “We’re like the ESPN for women,” Madden described. “We have the largest social footprint of anyone in food.”